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| A list of product brochures mentioned in early Cadillac ads | |
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Ce que disaient de la Cadillac les publicistes francophones dans les années trente [cliquez sur le drapeau] |
The purpose of auto sales literature is to sell automobiles. In this respect it is
interesting to note how the sales pitch has evolved over the last more than half a
century.
In the early thirties, for example, art and literature combined to produce literary and artistic masterpieces like the 1930 portfolio of Fleetwood offerings, obviously to be appreciated by those prospective car owners of refinement and wealth for whom it is intended. That statement was made by Cadillac in a press release published in Automobile Topics for August 31, 1929. The copywriter added that Contributions of rare merit to the world of art or literature receive commendatory notice in the journals of the day. Equally conspicuous talent devoted to sales literature and printed art, however, unfortunately wins less acclaim by reason of its commercial aspect. Yet art it still remains in its truest form, elevating modern sales methods to levels undreamed of. According to the writer, Along with other works of art it [i.e. the portfolio in question] deserves a prominent position on their library tables.
That may explain why, today, this particular promotional item comprising thirteen advertising portfolios for ten different Cadillac and three different La Salle models will fetch a few thousand dollars at auction. Not in the league of the Grand Masters, yet mucho moolah for a few sheets of printed paper.
Let's compare the literary prowess of the 1930 copywriters, epitomized in one of the latter portfolios describing the 1930 Fleetway all-weather phaeton, with the bare-facts terminology used, at the dawn of the new millennium, to describe Cadillac's new Escalade - EXT sport-utility vehicle.
1930: one's motor car, being as it were a visible statement of one's social status, it is no more than mete that the consummate elegance and artistic savoir faire should be commandeered for the purpose of properly reflecting individual prestige. A superior smartness of design, well modulated contours, urbane originality of colour embellishment, superb opulence of upholstery, ultra-refinement of fittings; these impressive glamours bespeak in no uncertain terms the pre-eminence of the owner. They are embodied magnificently in the Cadillac Fleetway, a sport car specially designed and built to comply with the exceptional requirements of distinguished taste. Equipped for luxurious faring in all varieties of weather, the Cadillac Fleetway is a pleasure car dedicated to the lordly ease which is possible only when social punctilios of fine appearance are splendorously fulfilled. Among the special features of the Fleetway were genuine Aero leather upholstery [...and not just on part of the seating areas], carpeted foot hassocks, entry step lights, two (inner) corner lights and a robe strap. The range of exterior colors was well-nigh infinite.
2001: [The Escalade] EXT balances Cadillac's vision of art and science. With a bold, chiseled appearance and cheer lines, EXT makes a design statement. The seven-spoke wheels and egg-crate grille speak to the Cadillac form vocabulary. In addition, the Cadillac wreath and crest is prominently displayed on the grille. As to its main features we are told that the Escalade ...has supple Nuance leather seating areas [not the whole seat and seat backs], a wood trimmed steering wheel, six-disc in-dash CD changer and Bose 250-watt sound system.
Yes, times have changed, as have also the needs of today's car owner! Which of the two Cadillacs described above would best suit YOUR image?
In this section of The (New) Cadillac Database©, are (or will be, in time) listed all the sales and merchandising literature items in my collection, as well as items seen in other collections or sales listings. Each item is described in detail. The information includes cover dimensions [where known], expressed in centimeters and/or inches; first the width is shown, then the height. The format may be vertical, i.e. "portrait" format [shown as "pf"]), or horizontal, i.e. "landscape" format [shown as "lf"]. The number of pages [shown as "pp."] generally includes the front and rear covers. Also given, where known (i.e. where the item is in my collection or at least if I had access to it) are the main title text and a description of the cover illustration or design (if any), and the principal illustrations.
Gradually, I will add digital images of these sales literature items; they will generally be restricted to the front covers and, occasionally, one or two inner pages.
This section of The (new) Cadillac Database © has become a huge one, requiring considerable research, scanning, photographing or copying items in my collection or received from far and wide. You will see that much more effort has been put into describing the pre-WW2 and early post-WW2 items. When I began work on the Database, much of the later catalogs and folders were still readily available, so I decided to keep descriptions to a minimum, intending to expand on them at some later date.
The trouble is, with a "later date" comes creeping "old age", resulting fatigue and gradual loss of interest. That's why you will find many blanks and possibly also quite a few errors in the descriptions of literature items from 1970 and later. So, be a good sport, point them out to me and together we may expand the listing and improve on the quality and accuracy of the entries for the benefit of all Cadillac collectors and admirers.
The author and his wife in S. Carolina, 1999,
holding the large, spiral-bound Fleetwood color catalog for 1939
[ they don't make them as nice as this any more ! ]
Categories of Automobile Literature
1. Sales catalogs
These are printed and assembled like a book or magazine with the binding being either at the LH side or (sometimes) at the top. Any item of no more than 4 printed sides or pages is a folder rather than a catalog. In a catalog, where the publisher has not shown page numbers, I am counting the front cover as page #1. Below are sample Cadillac and La Salle catalogs that find favor among collectors today; from left to right : 1939 La Salle folder, 1956 Cadillac dealer mailer and 1957 mailer; mailers were sent by the network of Cadillac dealerships to potential buyers.
2. Booklets
The same basic description as above applies although generally the format is smaller than for catalogs (e.g. approx. 5x8" [approx. 13x20cms] or less). Contents range from information on specific Cadillac models to merchandising material of a general nature. The small booklet, below, measuring approx. 3 x 4 inches, was published first in 1918 and again in 1919, 1943 and 1960 [there may have been also other years]; it describes and explains the Cadillac coat of arms or crest that has graced the vast majority of Cadillacs since 1906. It mentions also Cadillac's proud slogan: Craftsmanship a Creed, Accuracy a Law.
3. Folders
These are large sheets, which may be folded a number of times. Folders are not as easy to consult as booklets and catalogs. The latter may be read by turning the pages, like a book or magazine; folders, on the other hand, tend to wear around the corners of the folds and along the folds themselves.
While some of them are printed only on one side, most are printed recto-verso. Not all folders are folded the same way; I have come across half a dozen different ones. In describing their contents, I have assigned numbers to each fold or "page" in the logical sequence of unfolding them. Descriptions include cover sizes (folded and open), orientation (which again may be vertical [pf] or horizontal [lf]) and the number of printed folds ("pages").
This Cadillac folder is typical of the early
fifties.
During the Korean conflict, there was a slowing down
of Cadillac production and fewer merchandising
catalogues and pamphlets were published
4. Portfolios
These consist of a stiff outer cover or envelope, containing one or more sheets, drawings, cards or folders. Below is an example of a Cadillac merchandising portfolio for the 1937 Fleetwood models. It consists of an outer envelope (left), a descriptive booklet (right) and a number of colored cards (center) illustrating some of that year's models and body styles. In this example, the portfolio contains thirteen colored cards; shown is the Fleetwood convertible sedan (style #5780) for 1937. Interiors are described on the reverse of each card. The descriptive booklet contains other general information and specifications:
