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The Automotive Chronicles

Monthly newsletter published by McLellan's Automotive History. Dedicated to literature collectors, restorers, museums, publishers, manufacturers and investors who collect and preserve automotive literature
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November 2003 Issue
 
ARTICLE
 
Literature Promoting Lincoln Automobiles
By Sharon McLellan
 

Lincoln automotive literature has always been synonymous with glamour and the glamour is reflected in sales brochures, magazines and memorabilia that was used to promote the cars when they were new. The brochures often highlighted women who would enjoy riding in or driving the cars. Good example are the 1938 brochure [photo 1], which shows a woman elegantly dressed in fur walking toward a chauffeur-driven Lincoln Cabriolet by Brunn coachbuilders and this 1938 Lincoln-Zephy [photo 2] which is being driven by a woman...





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The 1933 deluxe Lincoln V12 136 brochure contains good examples of how art was used to enhance images of the cars [see art renderings at right]. Through the use of artistic "license" Lincoln automobiles were made to appear larger than life, more comfortable and easier to drive than other cars. The Lincoln was promoted as a luxury car which the middle class could afford [photo 3].

Beginning in 1960 Lincoln Continental car owners received monthly magazines which promoted the lifestyle of people who drove the cars. Covers for issues of "The Continental" magazine always showed either people having fun or activities that they would enjoy such as Thanksgiving dinner, boating in Arkansas' Ozark mountains, antiquing in New England, flying to a Canadian fishing resort, the skyline of New York City and outdoor dining in San Juan, Puerto Rico.

Each magazine was actually a mini travel guide suggesting places to go in your Lincoln, things to see and do, menus for favorite restaurants and what to buy, along with photographs of historical and contemporary Lincoln Continental models and literature on the cars [photo 4].



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And for the mechanically inclined, Owner's Manuals [photo 5] were always available so that you could change the oil yourself, replace spark plugs, check the water level in your radiator, keep the correct air pressure in your tires, etc.



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Fast forward to the 1980's when you could go into your Lincoln dealership and place an order for your new car by choosing paint and upholstery selections [photos 6 & 7] from a deluxe dealer album.

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For detailed listings and photographs of Lincoln literature that we have in stock please click here

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The Automotive Chronicles, November 2003
 
 
 
 
 
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