Advertising the 1970s: These Car Ads Define a Nation Desperately Trying to Enjoy Itself

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As the revolutionary social climate of the 1960s began to lose steam under the weight of its own idealism, the once razor-sharp line between the counterculture and straight-laced America began to blur. By the time we hit the ’70s, the two had melded into an avocado-and-burnt-orange-hued decade of bell-bottomed and puka-shelled self-exploration. For a visual timeline of this decade-long transformation, one need look no further than the advertisements on the pages of Car and Driver. What starts out largely with straight talk and black and white imagery quickly plunges into clever (and not-so-clever) innuendo and “hip” branding illustrated with full-color graphics influenced by—and in a few instances created by—’70s psychedelic-art icon and Corvette-hoarder Peter Max.

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Although a pair of gas shortages and the 1974 enactment of a national 55-mph speed limit spurred advertisements for citizens’-band radios and fuel-saving devices of dubious effectiveness, the overall message remained predominately the same: A life without sweet wheels/tunes/tires/glasspacks/babes/smokes/brewskis is not a life worth living. By mid-decade, Ford zeroed in on the national vibe and struck paydirt with a series of van ads featuring a group of shirtless, shoeless, and mellow studs chilling with their babes après surf, inadvertently turning the act of violating the “No Shirt, No Shoes” shop-window proviso into a competitive sport.

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If you lived through the 1970s, salute; if you didn’t, take a few minutes to look through the collection here and get a taste of what you missed. Note: You can click or tap the ads to enlarge.

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Panasonic Model RS-820S – February 1971
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Snap-On – April 1971
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Subaru – April 1971
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Maremont Cherry Bomb – May 1971
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Dayton Daytona Sport – May 1971
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General Electric 500XL – May 1971
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Goodyear Polyglas tires – June 1971
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Honda Motosport 125 (SL-125) – June 1971
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Firestone Mini Sport – July 1971
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Gulf Oil Company – August 1971
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READ MORE: 44 of the Most Bodacious Car Ads of the 1980s

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Cox Models Eliminator 2 – October 1971
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Jeep Commando – November 1971
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Volvo 1800E – November 1971
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Beck/Arnley – December 1971
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Arrow Mach II – February 1972
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Gabriel – March 1972
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Honda Coupe – April 1972
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Jeep Renegade – May 1972
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Honda Coupe – May 1972
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Lotus Europa – August 1972
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READ MORE: Advertising the 2000s and 2010s—www.Y2K.org/LOL

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Plymouth Road Runner – October 1972
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Chevrolet Vega GT – November 1972
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Dodge Challenger – November 1972
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Sportgrip – December 1972
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Speed Equipment World – February 1973
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Volkswagen Thing – July 1973
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Winchester – July 1973
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The Bullworker – September 1973
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Cronus 1 – September 1973
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Brylcreem – January 1974
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Winchester – February 1974
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Jaguar E-type – April 1974
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Pirelli – April 1974
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READ MORE: 45 of the Coolest Chevrolet Camaro Ads of All Time

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Superior Superlug – May 1974
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Bradley GT – May 1974
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Stereo Review Model SR12 Stereo Test Record – January 1975
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Dodge Tradesman – May 1975
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Mercedes-Benz – July 1975
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Johnson – April 1976
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READ MORE: These 1950s Car Advertisements Are Undeniably Cool

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Dodge Street Van – May 1976

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Ford Econoline – May 1976
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Volvo 265 – May 1977
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Gatorade – July 1977
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BAP/GEON – July 1977
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STP Motor Oil – October 1977

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Realistic TR-802 – October 1977
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Bulova – October 1977
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Keystone – May 1978
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International Harvester Scout – December 1978
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READ MORE: Advertising the 1960s: 40 Excellent Car Ads from the Swinging Sixties

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