Pierce-Arrow Advertising Campaign (1930)
Pierce-Arrow Ad (March, 1930) - Illustrated by Will Foster - Will Foster painted the lower illustration for Pierce-Arrow in 1912. Eighteen years later, Mr. Foster pictures the same scene (alongside) with 1930 models of the same kind of girls, the same kind of car.
Pierce-Arrow Ad (April, 1930) - Illustrated by Cecil Chichester - Eleven years elapsed between the painting of the two Pierce-Arrow portraits on this page... both by the same artists, both the same scene, both portraying America's Finest Motor Car.
Pierce-Arrow Ad (April–May, 1930) - Illustrated by Cecil Chichester - Many Spring seasons and many Pierce-Arrows have passed between the two portraits by Chichester on this page... but the season brings back the same fresh beauty to the scene each year, and the car continues to be America's finest motor car.
Pierce-Arrow Ad (May, 1930) - Illustrated by Cecil Chichester - The Pierce-Arrow portrait above is a modern-day version of the one below, painted twenty-one years earlier. Time changes the lines but never the eminence of America's finest motor car.
Pierce-Arrow Ad (June, 1930) - Illustrated by Cecil Chichester - One of the very first automobile advertisements ever printed in color is reproduced below, from a magazine page which appeared in 1907. A long line of America's finest motor car connects The Great Arrow with its latest successor... the Pierce-Arrow shown at the left.
Pierce-Arrow Ad (September, 1930) - Illustrated by Cecil Chichester - In 1908, even America's finest automobile had scarcely begun to crowd the horse out of the picture—as the Pierce-Arrow painting below evidences. Twenty-two years later, another artist gives his conception of the same scene, alongside—and the relative importance of today's Pierce-Arrow.
Pierce-Arrow Ad (September–October, 1930) - Illustrated by Cecil Chichester - A new Pierce-Arrow Salon Model... the Club Sedan... and, below, a distinguished predecessor
The Tyranny of Tradition
Ernest Elmo Calkins of Calkins & Holden advertising agency became Pierce-Arrow's primary advertisement generator around 1910. Adolph Treidler, an illustrator on the account, is accredited with the success of Pierce-Arrow advertisements. Often, Treidler was given no direction from its client and usually did not plan ahead prior to painting, though at one point Treidler stated, "Pierce-Arrow never returned any of my paintings for change or correction." The Pierce-Arrow advertisements broke rule barriers. In most cases, the car (generally only a portion of it) was featured in the background. The automobiles were usually featured in either glamorous fashionable locations or in rough terrain, which was meant to illustrate the automobiles' strength, vigor and quality manufacturing; either way, the advertisements resonated with one group or another, and generated much of the public's attention.