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ERIC Number: ED261366
Record Type: Non-Journal
Publication Date: 1985-Aug
Pages: 24
Abstractor: N/A
Reference Count: N/A
On Top of the World: Chevrolet Television Advertising 1955 to 1965.
Wicks, Jan L.
Through a review of data from the Campbell-Ewald Advertising Agency and its creative director, the Chevrolet car company, and a review of the award-winning television commercials, this paper explores the successful relationship between Chevrolet and that agency from 1955 to 1965. Following an introduction and a list the questions asked about both the nature of the business relationship between these two organizations and the television and advertising environment prevalent at the time, the paper presents a brief review of previous literature on television advertising and the automobile industry. The paper next describes the nature and sources of the data reviewed, which includes five videotapes of the award-winning commercials. It then discusses the following aspects of the relationship between Chevrolet and Campbell-Ewald, based on the materials examined: (1) the commitment of these two companies to excellence in advertising, (2) the creative environment at the advertising agency, (3) the advantages enjoyed by advertising in that era of television, (4) the size and use of Chevrolet's advertising budget, (5) conditions of the automobile market at that time, and (6) the award-winning television advertisements. The paper concludes with remarks on automobile advertising in general during this "golden age" of television. (HTH)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A