Advertisement, "Your Rauch & Lang or Baker Electric is a Car of Pleasure," 1916

Summary

The automobile is a paradox -- a practical tool that plays host to both human needs and fantasies. Like car consumers, automotive ads seem to land somewhere between fantasy and reality, emotions and rationality. Many ads incorporate apparent opposites: fantasy can sell practicality, and vice versa. Sometimes the car has disappeared completely -- an emotional appeal prompts us to complete the ad.

The automobile is a paradox -- a practical tool that plays host to both human needs and fantasies. Like car consumers, automotive ads seem to land somewhere between fantasy and reality, emotions and rationality. Many ads incorporate apparent opposites: fantasy can sell practicality, and vice versa. Sometimes the car has disappeared completely -- an emotional appeal prompts us to complete the ad.

Artifact

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Date Made

April 1915

Subject Date

April 1915

 On Exhibit

By Request in the Benson Ford Research Center

Object ID

64.167.657.42

Credit

From the Collections of The Henry Ford. Gift of Ford Motor Company.

Material

Paper (Fiber product)

Technique

Printing (Process)

Color

Multicolored

Dimensions

Height: 14.25 in

Width: 9.875 in

Inscriptions

Text reads in part: Pleasure / - and your Rauch & Lang or Baker Electric is a car of Pleasure. / You find pleasure in the utility by which you so easily reach the / out-o'-way places or make a social call. / Pleasure in the ease of control - in the roomy interior, in the genuine / coach work, and in the knowledge that your car is a Rauch & Lang / or Baker Electric.

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