Sell The Sizzle, Not The Steak

1923 Jordan Playboy

The 1923 Jordan Playboy “Somewhere West of Laramie” print ad was credited with being the first automotive ad to sell the sizzle rather than the steak. It had evocative art by Fred Cole and the copywriting was done by none other that Ned Jordan, founder of the company. Jordan’s background was in advertising and he found cars somewhat boring. Jordan knew what his customers were looking for-good looks. Jordan cars were known for their sexy styling but totally conventional, “assembled” mechanicals. So I guess that the advertising is in keeping with the nature of the car. Ever been west of Laramie? Windblown, dusty, and very few, if any, cowboys. Not very romantic. Besides, in 1923 the Lincoln Highway was only ten years old and most of it was unimproved, so that “bronco busting, steer roping girl” probably would have felt like she was on a bucking bronc. That’s not to say that the Jordan was not a good car-it was made from quality components-but these were the same components found in most taxis. Hardly the stuff of dreams.1920 Buick Prestige-02

Though not florid as were the Jordan’s ads, this illustration from the 1920 Buick brochure largely dispenses with text and lets the illustration do the talking. It’s pretty subtle. The Buick is obviously in the better part of town with well-dressed people, streetlights, and upscale shop canopies. But the most powerful part of the image is that a woman is driving the car. Plus it’s such a painterly piece. One of my favorites.

02 Buick 1932

Twelve years down the road we find Buick still using evocative, painterly imagery that focuses on the people and the experience of owning a Buick, not the car itself. But good luck. With the depression in full swing, and Buick’s sales going into the tank, most families were wondering how they were going to afford one car let alone two.

Car Ads004

Who wouldn’t think that this is the life? Yachts, airplanes, thin women, and of course a new Chrysler Imperial! Oh, and it’s got Floating Power, just in case you weren’t won over after all that. But what caught my eye in this painterly ad is the shadow falling across the body of the car. What does this tell us? Late afternoon? Dinner and drinks to follow at the Yacht Club? Nice life indeed!

03 Cadillac 1932

My favorite car ads for the early ‘30s are reserved for a series of six or seven that Cadillac ran in Fortune magazine. All followed the same format with flanking columns of silver ink, deco illustrations, aspirational text in the center, and a side elevation illustration of a different body style. I should have bought all seven issues with the Cadillac ads but I bought only this one. I doubt that many Cadillacs were finished in my high school colors of orange and blue, but it makes for a striking presentation.


1956 Buick-19

Sometimes creatively written text isn’t necessary, just a great illustration. I salivate looking at this ’56 Special. Nothing on the showroom floor today calls my name like this car does. I lust after this thing.