Economics Project Abstract
THE HISTORY OF AUTOMOBILE ADVERTISING
Presenter:
Alice Chang, Illinois Mathematics and Science Academy, 1500 West Sullivan Road, Aurora, IL 60506; alice@imsa.edu
Mentor:
Michael DeHaven, History and Social Science, Illinois Mathematics and0 Science Academy, 1500 West Sullivan Road, Aurora, IL 60506; dehaven@imsa.edu; 630-907-5605
Abstract:
In the past century, automobiles have proved to be a significant part of American culture. 1996 marked the 100-year anniversary of the automobile itself, and this Inquiry explores the changes that automobile advertisements went through as the industry was affected by changes and improvements in vehicles, television and the Internet, and revolutionary advertising techniques. When the number of automobiles in the world could be counted with two hands, the best way to advertise vehicles was by promoting them in public races. As more manufacturers appeared and the amount of customers increased, companies competed to become a big name in the automobile industry. After the definition of an automobile stabilized, companies were able to advertise aspects such as appearance, style, luxury, social status, and self-expression. As society and lifestyles evolved in the United States, the automobile ads evolved to accommodate Americans' interests and vulnerabilities. In the sixties era, Americans enjoyed the golden age of advertising, from when many ads that could be recognized decades later were born. Today, Americans are being targeted in innovative ways, using personalization and customization techniques that are available through the Internet.