Pierce-Arrow Advertising Art by Louis Fancher (1911–1912)
Pierce-Arrow Ad (July, 1911) – Pierce-Arrow Touring Landau in the Tyrol – Illustrated by Louis Fancher
Pierce-Arrow Ad (August, 1911) – At the Opera – Illustrated by Louis Fancher
Pierce-Arrow Ad (December, 1911–January, 1912) – Shopping – Illustrated by Louis Fancher
Pierce-Arrow Ad (January, 1912) – At the Horse Show – Illustrated by Louis Fancher
Pierce-Arrow Ad (January, 1912) – At the Country Club – Illustrated by Louis Fancher
Artist Louis Fancher lent a fanciful yet stately air to the images he created for the estimable Pierce-Arrow Motor Car Company. Rivaling the chic of the British built Rolls-Royce, owning a Pierce-Arrow gave one the assurance of absolute social standing and acceptability. Fancher’s imagery glances backward and forward simultaneously; his magnificent eye beheld the world and the manners of his day with such uniquely honed majesty.
Fancher was an expert colorist melding and blending unusual tones with a calmly beautiful air of modern sophistication practically unparalleled in advertising artistry of his day. In 1911 he predates the look which will become Art Deco and harkens back cleverly to the flat elongated forms of the traditional tapestries of the Medieval period. He wittily echoes this homage in the background flags which could serve as heralds for any knightly tournament referencing the modern-day adventurers who have traded in plaited armor for high boots and motoring toggery.
Pierce-Arrow continued the triple line-up of cars available in 1910 throughout the decade. While there were continual refinements over the years, the heritage of these cars is evident. The smallest of the three models was the 36-UU mounted on a 119 inch wheelbase and selling for $3850. The 36 hp model had a 4" x 4 3/4" six cylinder engine with the cylinders cast in pairs. The mid-sized car was the 48-SS, having a 4 1/2 inch x 4 3/4 inch six cylinder engine. The top of the line was the 66-QQ mounded on a 134 inch wheelbase and having a 5 1/4 x 5 1/2 six cylinder engine.