I first stumbled upon the quixotic writing of Phil Patton during my short tenure at AutoWeek, when I had the opportunity to review Bug. I wrote, “Phil Patton traces the metamorphosis of this legendary little car. Bug explores the design, engineering and social history of the VW Beetle.” One chapter of the book was devoted to the makeover of Volkswagen Bug from Nazi origins to it’s more endearing friendly persona by a New York ad agency. Patton and editor Jim Heimann have gone even deeper into the notion of visual branding drawing from painstaking research in the new book “Cars of the 20th Century: 100 Years of Automotive Ads.” (Taschen)

In his introduction, Patton delights in the details with his comprehensive examination of automobile advertising, and an accompanying time line providing historical context. Ripe with aphorisms that make up old fashioned advertorial speak, Patton deconstructs the advertising of autos and the impact it has had on the American psyche, beginning with a quote from Mr. Toad in the Wind in the Willows. “The Poetry of Motion! The real way to travel! The only way to travel!
Imagery is analyzed, from the early hand-painted adverts to the slicker photography of more recent times. Nuggets of copy range from elegant artistry to Norman Rockwell-inspired scenes.

Here are fun phrases for the driving life. Name the car that accompanies the slogan:
“Mud and Guts”
“MMMMustang.”
“We do our thing. You do yours.
“They’ll all know you’ve arrived when you drive up in an Edsel”

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