Packard: As the Man Who Owned One. The Life and Times of That Proud Car That Became A Way-of-Life Among the American Gentry -- Portayed by Pithy Advertising from the Great Magazines. A Selection by Otto A. Schroeder.

By: Schroeder, Otto A.

Price: $10.00

Quantity: 1 available


Octavo, green leatherette (hardcover), gilt letters, [382] pp. Very Good, with light rubbing to covers and very small former-owner bookplate; in a Good, mylar protected dust jacket. From dust jacket: ... This book highlights Packard's halycon years by reproducing an extensive and thoughtful selection from this remarkable advertising program which engaged the best talents in the great agencies. Some layouts display the highest form of automotive advertising copy art composed for class magazines in that younger America. In all, these pages provide the lay enthusiast with a capsule course in Packard lore. The ads are from the collections of the veteran historians, Otto Schroeder, who proposed the book and made the selections, and J. L. Elbert. Both men amassed these materials while the models were current. Between the lines of some of the later advertising, the student of Packard may discover that tradition was no longer king on Grand Avenue. The great Packard's unbounded success was rooted deep in the economic era of laissez-faire. When the advertising slant changed subtly toward the larger market appeal, and then stabbed out in many directions -- from soliciting dealers in consumer magazine space, and offering prizes for snapshots of a new model, all in a series of uncertain shifts -- it constituted a signal of genuine distress. Eventually Packard was to falter in the face of the changing scene. The traditional values on which this automobile had built its kingdom were being replaced by new values with which the great motor builder could not cope... No other motor car would later take the unique place Packard had held so valiantly for two generations.

Title: Packard: As the Man Who Owned One. The Life and Times of That Proud Car That Became A Way-of-Life Among the American Gentry -- Portayed by Pithy Advertising from the Great Magazines. A Selection by Otto A. Schroeder.

Author Name: Schroeder, Otto A.

Categories: Automotive,

Publisher: Arcadia, CA: Post-Era Books, (1974). First Edition.:

Seller ID: 61280bd