New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1917-03-25
Rather a large order,

tIneDta
far as the engine probably the same sort OF
that was given to the Continental and the engineers Oh
other parts-making plants by the old Hudson 20 eneh p
This advertising gave the impression that Howard L. Oo ~
Hudson engineers worked out the car ~
were engineers the motor and parts plants iron"
nrodc the Hudson then assembled hat WASH toio
in so many words to the general public
The whole scheme of the PageDetrot campaign is clear
however when one reads the latest number OF Inc LINK w
b oroan Of Power Alexander Jenkins the Detroit adVer
Using agency that the Paige An article therein says
Perhaps you of the people who have SAID au'oh
bile advertising isn't single new note IN any
of the campaigns
Jf 60 we re,nectfuIv refer you to the 1917 Paige cam
We are very proud of this advertising We confidently De-
ve that we have achieved new syle-a line OF attack IN
our COPY that cannot fail grip the public imagination
AS matter of fact merely dramatzng phrase OF
six words-he Most Beautiful Car in America We have gone
about the task in much the way that MI Deao ~ouo pun
on another Girl of the Golden West
We FIRST sold that phrase ourselves hen we sold 10
be Motor Company Then to the Paige factory
representatives Then the Paige dealers are
selling it to the public - -. i,
Down toward the end of The Link item comes this And
frankly understanding that you manufacturer OF auomo
bean YOU conceive anything that would rather have
the great outside public saying and thinking about products
than Just tha-the Most Beautiful Car in America
This explains it ALL the fundamental weakness OF the whole
campaign 1t was sold as phrase 1t is only phrase 1t isn't
u
pcable to other cars as to the Paige-as will show
Don't think as Power Alexander Jenkins to- that
such tag is anything isn't Nor it infaible guide
to the identity of motor car
In October 1916, the Chandler was saying The most
beautiful of all modern body designs
The verv show numbers in which the PageDcoi campaign
began contained also these claims:
Americas Best Looking Car-National advertisement
Americas Smartest Car-Roamer advertisement
The YearAhead Beauty Car-Elupmobie advertisement
a. ekl
crcate-Fudson advertisement
So really after ALL isn't such style that has been
acheved that is you happened read other advertise
than the Paige Deoi show number elsewhere
And the agency apparently has little to be very proud OF
copy like this. -
The nub of it lies the last paragraph quoted from The
ink The phrase sold the by the
advertising the basis that would be wonderful thing
10 have the public saying about the And the idea
sold, the other claims paradcd along with it.
The copy be of sort to Halter the vanity and tickle the
susceptbties of the manufacturer but isn't selling talk. as
understand The made tend to destroy confidence
rather than to build it
And herein lies the responsibility for much of the exaggea-
in the automobile business advertising. 1t is done by
writer's who let their language get far with them that they
become positively incoheren Charles W. Mears advertising
manager of the Motor Car Company of Cleveland said
recently: The misleading copy that characees much
mobile advertising to-day chiefly the work of advertising
agencies These agencies do hesitate manipulate the Eng
sh language insdousy causing draw
that the would dare openly and straight
forward words to print.
It's the fault of the advertiser though if he puts his O. K
such stuff Wherever advertiser leaves the discretion Of
his agency send advertising without factory o. X he
have thoroughly tested the merit of the before going
But he and lets things be signed with
his that the truth approximately the truth he
deserves all the criticism he gets
The right kind of automobile advertising gives picture of
the quote President Erskne of the Sudebake Cor
poaon. The advertiser who follows this ideal will produce sell
ing English There fortunately for the business companies
which do follow this ideal They the leaders the
cal industry.
But long automobile manufacturers permit their adver
Using sell them phrases automobile advertising the
main will remain the plane rests upon here great
for improvement in automobile copy Too much of the fear
Of being hackneyed found telling the truth hackneyed
in the automobile business
Meaningless language, phrases and improbable
do sell automobiles Goods advertised sell them
selves 1t time for those who doing business the lines
prepare for the real selling campaign that bound
They'll find they need all the of truth and
ability then.
these manufacturers keep publishing phrases and selling
bunk they be absolutely lost when down actually
selling automobiles
Loose assertions of the type considered this article
the only forms of undesirable advertising done the
business Some advertisers prone make comparisons
exactly truthful Others make promises advertise