Tuesday 1 December 2015

Advertising the 1970s: These Car Ads Define a Nation Desperately Trying to Enjoy Itself

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As the revolutionary social climate of the 1960s began to lose steam under the weight of its own idealism, the once razor-sharp line between the counterculture and straight-laced America began to blur. By the time we hit the ’70s, the two had melded into an avocado-and-burnt-orange-hued decade of bell-bottomed and puka-shelled self-exploration. For a visual timeline of this decade-long transformation, one need look no further than the advertisements in C/D. What starts out largely with straight talk and black and white imagery quickly plunges into clever (and not-so-clever) innuendo and “hip” branding illustrated with full-color graphics influenced by, and in a few instances, created by ’70s psychedelic art icon and Corvette-hoarder Peter Max.

Although a pair of gas shortages and the 1974 enactment of a national 55-mph speed limit spurred advertisements for citizens-band radios and fuel-saving devices of dubious effectiveness, the overall message remained predominately the same: A life without sweet wheels/tunes/tires/glasspacks/babes/smokes/brewskis is not a life worth living. By mid-decade, Ford zeroed in on the national vibe and struck paydirt with a series of van advertisements featuring a group of shirtless, shoeless, and mellow studs chilling with their babes après surf, inadvertently turning the act of violating the “No Shirt, No Shoes” shop-window proviso into a competitive sport.

If you lived through 1970s, salute; if you didn’t, take a few minutes to look through the collection here and get taste of what you missed. Note: You can click or tap the ads to enlarge.


Panasonic Model RS-820S – February 1971

Panasonic Model RS-820S advertisement


Snap-On – April 1971

1971-04001


Subaru – April 1971

197104-001


Maremont Cherry Bomb – May 1971

1971-05001


Dayton Daytona Sport – May 1971

Dayton Daytona Sport advertisement


General Electric 500XL – May 1971

GE General Electric 500XL advertisement


Goodyear Polyglas tires – June 1971

Goodyear Polyglas tires advertisement


Honda Motosport 125 (SL-125) – June 1971

Honda Motorsport (SL125) motorcycle advertisement


Firestone Mini Sport – July 1971

Firestone Mini Sport tires advertisement


Gulf Oil Company – August 1971

Gulf Oil Company advertisement with Steve McQueen and Porsche 917


READ MORE: 44 of the Most Bodacious Car Ads of the 1980s


Cox Models Eliminator 2 – October 1971

Cox Models Eliminator 2 model advertisement


Jeep Commando – November 1971

Jeep Commando advertisement


Volvo 1800E – November 1971

Volvo P1800 / 1800E / 1800ES advertisement


Beck/Arnley – December 1971

Beck/Arnley clutch advertisement


Arrow Mach II – February 1972

Arrow Mach II knit clothing advertisement


Gabriel – March 1972

Gabriel shock absorbers advertisement


Honda Coupe – April 1972

Honda Coupe (Z600 / 600) advertisement


Jeep Renegade – May 1972

Jeep Renegade advertisement


Honda Coupe – May 1972

Honda Coupe (Z600 / 600) advertisement


Lotus Europa – August 1972

Lotus Europa advertisement


READ MORE: Advertising the 2000s and 2010s—www.Y2K.org/LOL


Plymouth Road Runner – October 1972

Plymouth Road Runner advertisement


Chevrolet Vega GT – November 1972

Chevrolet Vega GT advertisement


Dodge Challenger – November 1972

Dodge Challenger advertisement


Sportgrip – December 1972

Sportgrip advertisement


Speed Equipment World – February 1973

Speed Equipment World advertisement


Volkswagen Thing – July 1973

Volkswagen Thing advertisement


Winchester – July 1973

Winchester advertisement


The Bullworker – September 1973

The Bullworker fitness device advertisement


Cronus 1 – September 1973

Cronus 1 advertisement


Brylcreem – January 1974

Brylcreem advertisement


Winchester – February 1974

Winchester advertisement


Jaguar E-type – April 1974

1974-04001


Pirelli – April 1974

Pirelli advertisement


READ MORE: Advertising the 2000s and 2010s—www.Y2K.org/LOL


Superior Superlug – May 1974

Superior Superlug advertisement


Bradley GT – May 1974

Bradley GT advertisement


Stereo Review Model SR12 Stereo Test Record – January 1975

1975-01002


Dodge Tradesman – May 1975

Dodge Tradesman advertisement


Mercedes-Benz – July 1975

1975-07-001


Johnson – April 1976

Johnson CB radio advertisement


READ MORE: These 1950s Car Advertisements Are Undeniably Cool


Dodge Street Van – May 1976

Dodge Street Van advertisement


Ford Econoline – May 1976

Ford Econoline advertisement


Volvo 265 – May 1977

Volvo 265 advertisement


Gatorade – July 1977

Gatorade advertisement


BAP/GEON – July 1977

BAP/GEON import car parts advertisement


STP Motor Oil – October 1977

STP Motor Oil advertisement


Realistic TR-802 – October 1977

Realistic TR-802 advertisement


Bulova – October 1977

1977-10003


Keystone – May 1978

1978-05001


International Harvester Scout – December 1978

1978-12002


READ MORE: Advertising the 1960s: These 60-Year-Old Ads Are Undeniably Cool

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