When Ford published a review
05/26/2021
Let's take a look back at the beginnings of automobile history. The car was a mobilizer, the replacement for the carriage. However, there is no question that owning a car has always been associated with a certain lifestyle aspect. In other words, anyone who could afford a car enjoyed prestige (or sometimes envy). This included showing off the fact that you could afford it at all, as well as the change in lifestyle. Car owners were able to drive from A to B relatively quickly without having to exert their own or animal strength. Even just a trip from Switzerland to Italy, say to Milan, would have been quite an undertaking without a car, at least in the 1950s. The car owner thus gained access to foreign worlds. An idea that Ford used for marketing purposes in the fifties.
With the monthly Ford Revue, Ford owners (and, of course, potential new customers) were to be introduced to the aforementioned positive aspects of car ownership. At the same time, they were also to be more or less subliminally branded with the message that you could travel the world comfortably in a Ford, which was of course a strong selling point. So the magazine unapologetically picked you up with the message: "Ford Revue... should delight you in words and pictures, entertain you in your must-have hours and remind you of your Ford dealer."
The magazine offered readers little stories from all over the world. For example, one about a small fishing village on the Costa Brava in north-eastern Spain. Or the impressions of a trip to Morocco in a Ford Taunus 12M station wagon.
And even an insight into lion training was offered.
In a way, the concept that Ford pursued at the time is something that modern social media marketing also aims to achieve. The aim is to tell the consumer a story and thereby suggest a lifestyle or image associated with the brand. In this respect, Ford was a pioneer ...
