Introduction<\/p>\n
This is a new series that will examine car sales material and potential promotional photography used by Colin Chapman. Chapman commissioned sales literature from the Mk.VI onwards. In the 1950\u2019s and 60\u2019s off-set printing became reasonably affordable and almost immediately we see Chapman respond along with his marketing colleagues.<\/p>\n
The A&R has a good cross section of these brochures in various forms adopted from the earliest to the present.<\/p>\n
In each of our studies we will examine:-<\/p>\n
The editors believe these will appeal to a wide audience .Increasingly sales material is down loaded but there remains a significant incentive to retain crisp, clear, graphic, professional, well designed and presented printed brochures on quality paper as a reflection of the products \/brands inherent attributes.<\/p>\n
It will be interesting to observe through brochures how Chapman\u2019s car products evolved, became more sophisticated and how this was expressed through changing times, markets ,technologies and of course presentation.<\/p>\n
Brochures will not be offered in chronological order but will explore subjects and topics relevant to our main articles and themes. The editors will be very pleased to hear from our subscribers should they have any priorities or preferences.<\/p>\n
Subscribers are directed to our related articles:-<\/p>\n
* Sales and marketing see individual models and categories<\/p>\n
* In this instance our Design Decades series and the Elan and the 1960\u2019s are particularly instructive<\/p>\n
Brochure Definition and Content<\/p>\n
A brochure or sales literature might take the form of [or combination of]:<\/p>\n
o Flyer<\/p>\n
o Leaflet<\/p>\n
o Pamphlet<\/p>\n
o Booklet<\/p>\n
o Catalogue<\/p>\n
o Manuals<\/p>\n
o Data \/technical data sheets<\/p>\n
o Price lists<\/p>\n
o Press clippings\/ release<\/p>\n
o Testimonials<\/p>\n
Their purpose is primarily to:-<\/p>\n
* Pass on information and effectively communicate often subtle messages<\/p>\n
* Introduce the company or organization to products and services<\/p>\n
* Generate sales through broad strategy and promotion<\/p>\n
* Impress and generate interest , enquiry about company beyond immediate product<\/p>\n
* To present favorably against rivals<\/p>\n
Brochures are produced to reach target audiences. These are reached through display and distribution in dealer\u2019s showrooms, at exhibitions, through postal enquiries, and possibly dissemination to selected organizations and individual such as authors and researchers.<\/p>\n
In the case of the car it might be hoped that the customer having gathered intelligence short lists the product and proceeds to test drive. Thereby through a process of design and content [product] to persuasion [brochure] and demonstration a sale is generated. [Subject to realities of price, service trade in and other individual considerations]<\/p>\n
In one respect the brochure might be seen as an equation in another a bridge. Its success measured by the extent it can influence, reach and persuade the customer. We will examine this in each case.<\/p>\n
A good brochure might be considered aspirational.<\/p>\n
Marketing: Visual and Literary Symbolism<\/p>\n
Marketing will attempt to identify the prospective purchaser with the product. There is an element of providing the customer with a reflection of their desired self-image. This subtle persuasion often relies on messaging and tie-in between the two elements. Visual and written information is likely to endeavor to exploit affinities and use allegory, metaphor, analogy extensively and be aspirational.<\/p>\n
Often the cars will be posed consciously with intentional lyrical atmosphere or ambience to establish connectivity between the customers his\/her values and of course significantly romance .This is often achieved with reference to occupation, status, hobbies and the customer\u2019s cultured aesthetic sensitivity. Some of the principle backdrops adopted are:-<\/p>\n
> Aircraft, aviation, runways, gliding etc.<\/p>\n
> Fashion, clothes<\/p>\n
> Architecture<\/p>\n
> Landscape, rivers, sailing and seashore etc.<\/p>\n
> Distinct British landmarks e.g. London<\/p>\n
The editors provide some detailed examples and dates:<\/p>\n
Identified Categories<\/p>\n
Prime Focus Secondary Focus Tag Line Model Bro or photo<\/p>\n
Architecture Seven S 3<\/p>\n
Architecture Europa<\/p>\n
Architecture Modern Design Europa S1<\/p>\n
Architecture “The man in the Elan” Elan<\/p>\n
Architecture “Elegance breeds Elegance” Elan +2<\/p>\n
Architecture Esprit<\/p>\n
Architecture Kettingham Hall Esprit Turbo Pub’ Photo<\/p>\n
Architecture Chateau Esprit Turbo Pub’ Photo<\/p>\n
Architecture Georgian home frontage Europa Pub’ Photo<\/p>\n
Architecture Farmhouse Elan +2 Pub’ Photo<\/p>\n
Architecture Windmill Elan Pub’ Photo<\/p>\n
Architecture Modern factory\/whareh’ Europa [GKN] Pub’ Photo<\/p>\n
Architecture Farm\/mansion Europa Pub’ Photo<\/p>\n
Architecture Country House drive Elite Pub’ Photo<\/p>\n
Aviation “Fly Lotus” Elan +2<\/p>\n
Aviation Glider Eclat<\/p>\n
Aviation Bell Ranger Helicopter Eclat Pub ‘Photo<\/p>\n
Colour impact Tints Seven S1-3<\/p>\n
Families Elan +2<\/p>\n
Fashion Elite<\/p>\n
Fashion Elan<\/p>\n
Fashion “An even more powerful temptation” Elan +2<\/p>\n
Fashion Elan +2<\/p>\n
Fashion Architecture Sunbeam Lotus 79<\/p>\n
Features Technical specification 15<\/p>\n
Features Steering wheels Elan<\/p>\n
Hippy era “Groovy” Seven S4<\/p>\n
Landscape Elan S 4<\/p>\n
Landscape “If you have just bought\u2026..” Europa<\/p>\n
Landscape Europa S2<\/p>\n
Landscape Seascape Sunbeam Lotus 79<\/p>\n
Landscape Riverside Elan<\/p>\n
London Houses of Parliament Europa S2<\/p>\n
London Harrods Eclat<\/p>\n
London Crystal Place old track Esprit Pub ‘Photo<\/p>\n
London Gates St. James Palace<\/p>\n
London Houses of Parliament Esprit Turbo Pub’ Photo<\/p>\n
A visual image carries and is loaded with much greater symbolism than words .It is also more immediate and possibly indelible. Hence photography is a preferred medium of communication being both more effective and economic than the written word. Photography is very powerful in its ability to borrow from and assimilate symbolism from its surroundings.<\/p>\n
In our analysis we will examine how this is adopted.<\/p>\n
Analysis of Sales Brochure for:<\/p>\n