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During the 1960s, the automobile finally secured its position as an indispensable component of daily life in Britain. Car ownership more than doubled from approximately one car for every 10 people in 1960 to one car for every 4.8 people by 1970. Advertisers, who once needed to promote the joys of motoring as well as the particular pleasures of the individual product, no longer needed to wonder whether the potential customer (let alone society at large) might be content with no car at all. It was during this time that the question changed from “”Do we need a car?”” to “”What car shall we have?”” This work explores the decade’s many advertising types and trends published by both car manufacturers and importers in three main sections: “”Family Marques: Engines of an Industry,”” “”Luxury and Sporting Marques: Aspiration and Escape”” and “”Imported Marques: Britain Embraces the World.”” Eleven appendices provide information on various topics ranging from the value of the pound in 1958-70 compared to its value in 2001 and imports of cars from selected countries, to car manufacturers’ and importers’ advertising agencies, and approximate monthly press advertising expenditures. A “”Notes”” section for each of the three main divisions along with a separate index for the nearly 170 photographs and illustrations are also included.
Publisher : McFarland & Co; Illustrated edition (30 Nov. 2004)
Language : English
Hardcover : 429 pages
ISBN-10 : 0786419857
ISBN-13 : 978-0786419852
Dimensions : 21.59 x 3.18 x 27.94 cm
