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Retro Ride: Advertising Art of the American Automobile | 
 enlarge | Author: Tony Swan
Publisher: Collectors Press
Category: Book
Buy New: $39.95
New (2) from $39.95
Avg. Customer Rating:  7 reviews
Sales Rank: 513141
Media: Hardcover
Number Of Items: 1
Pages: 175
Shipping Weight (lbs): 3.2
Dimensions (in): 13.2 x 10.2 x 0.8
ISBN: 188805462X
Dewey Decimal Number: 659.1962920973
EAN: 9781888054620
ASIN: 188805462X
Publication Date: April 2002
Availability: Usually ships in 1-2 business days
Shipping: Expedited shipping available
Condition: New Copy - May have a small publishers mark
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Product Description
A century ago the motorcar was a cantankerous, frail device that was difficult for all but a few visionaries to perceive as practical. By 1920, that picture had changed dramatically, and the automobile was well on its way to becoming the dominant transportation device in this country. However, the evolution of practical automobiles is only part of the story. In order to take advantage of mass production there had to be mass markets, and that meant advertising. RETRO RIDE traces the evolution of the automobile and the simultaneous marketing messages that helped it flower across five decades—the Roaring Twenties through the Go-Go Sixties. Beautifully illustrated with original advertisements, Retro Ride celebrates not only the beauty and diversity of the American automobile but also the heyday of American print advertising. It's a ride well worth the taking.
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| Customer Reviews: Read 2 more reviews...
 Amazing! August 26, 2005
Do you remember those magic colorful books with fairytales from your childhood? You have a decent chance to look inside one of them again. No, there is no Snow White in it, and there are no seven dwarfs (not even one). But the style of the book, its cosy, beautiful, (mostly) large-scale pictures recalls all the warmest feelings from your past. This book is not written, it is just compiled. There is only the foreword in it (not a bad one). So, you won't find many new facts here, but this book can charm you without any word. It is created to take you to those better days when the life was easier and the future was brighter, and that's a wonderful feeling!
 Fluid drive art. July 14, 2003
6 out of 6 found this review helpful
For years car ads must have been the ultimate goal for any slick photorealist style artist though I bet there was actually only a small number who could achieve the high standards required by Detroit. The five hundred ad paintings in this book are the pick of the crop. They run from 1923 thru 1965, from the mid-sixties photos were the dominant graphic in car ads.
As these ads were doing their best to put a positive spin on owning a particular make, paintings were the ideal medium to create desire and so much easier to exaggerate reality. A whole society of wee folk was created to spend their lives zooming about town or country, permanently smiling and always waving to somebody along the highway. According to these paintings, most cars would easily accommodate four people in the front. The 1948 Hudson ad (page eighty-five) shows a wee person enjoying `...a heaping portion of roominess and comfort...' sitting on a back seat that looks like it could easily hold six. By the mid-sixties photography had replaced illustrations but the exaggeration continued, have a look at `Boulevard Photographic' by Jim Williams, the story of Detroit's leading car photo studio.
I found it very interesting that these cars, very precisely painted, were usually placed in a setting that did not require the same amount of accuracy. The more popular makes were shown in everyday situations, pages ninety-four and ninety-five show three super street scenes with everybody looking at the latest model, naturally. Nearly all these ad paintings are anonymous but there are some by well-known artists, Austin Briggs painted the 1956 Chevrolet Bel Air and 1958 Chevrolet Impala, Stan Galli did the 1955 Bel Air and Bernie Fuchs the 1960 Cadillac Coupe De Ville. The ultimate in car art was the work of Art Fitzpatrick (car) and Van Kaufman (background) who created dozens of masterpieces for Pontiac in the fifties and sixties, the book has twenty-two of their ads. Have a look at their web site Fitz-art.
Though this is a lovely book of car ads, I was disappointed by the presentation. Collectors Press editorial style is to make each page of their books as busy as possible. All of the spreads in this one have colored backgrounds and (really annoying) many of the ads are angled and overlap each other, several of them are cropped badly too, so that some of the text is unreadable. It is as if the publishers didn't think the material was very interesting and the pages needed some strong graphic presentation to compensate. It does take the edge of a fine book in my view.
***FOR AN INSIDE LOOK click 'customer images' under the cover.
Reflects an undeniable nostalgia September 6, 2002
1 out of 1 found this review helpful
Through the reproduction of more than five hundred historical print advertisements in their original form and color, Retro Ride traces the evolution of the automobile and the developing sophistication of the marketing messages that helped to popularize the automobile and forever alter American popular culture. Over a spectrum of five decades ranging from the "Roaring Twenties through the Go-Go Sixties, Retro Ride showcases original print advertizing that provided the consumer public with information and myth with that shaped their perspectives, attitudes and relationships to the automobile. A unique contribution to American popular culture histories, Retro Ride reflects an undeniable nostalgia for those of us who can vividly remember when such cars and such ads offered up automotive visions of affordable paradise and personal fulfillment.
Fast Ride Through a Long Century August 31, 2002
2 out of 2 found this review helpful
Previous reviews have addressed the attractions this lovely volume has for car lovers. However, I found it a marvelous mirror of American society through the first 2/3rds of the 20th century. Family values, exploration and the desire for the good life characterized pre-depression advertising. Luxury and escapism dominated pre-WW II graphics. Technology and patriotism surfaced during the war. Family themes and safety emerged during the birth of the baby boomers as full station wagons and back seats filled with kids were portrayed. Increasing disposable income in the 50's prompted a return to the freedom of the road, travel and a new emphasis on performance. By the early sixties, couples in romantic situations had replaced families as cars were portrayed as an accessory to a "sexy" lifestyle. The question that remained was whether advertisers established these trends or took their cues from the mood of the country.
A Ride for your Eyes August 3, 2002
1 out of 1 found this review helpful
This is a great coffee table book. Packed with great images that is kind of nice to see compared to vans that now come standard with entertainment centers.Retro Ride is a fun marketing review. I enjoyed how much some of the ads have not changed over the years. A lot of reference to "getting away" and having more space and later, more power. I keep the book out for the enjoyment of my family and friends on a daily basis. I can recommend this book if you're looking for a frivolous ride through our early marketing years of the automobile.
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