Word: chromes
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...week told the Advertising Federation of America. Said Cheskin: The entire attitude of the American people towards "ostentatious ornamentation" has changed drastically in the last few months, especially in cars. "As recently as last year, our tests showed that people reacted favorably to elaborate ornamentation, gaudy color combinations and chrome trim on cars and other steel products. The recent studies show that people are reacting unfavorably to such functionless frills...
...Says Researcher Cheskin: "The sober look, the dignified form, the basically functional gadget, the single color or truly two-tone color. Useless gadgets do not appeal to the 1958 shoppers and will appeal to the 1959 and 1960 shoppers even less. The jukebox effect will disappear. Elaborate ornamentation of chrome and multiple colors will be discarded. Finally, consumers are also beginning to resent forced obsolescence. When yearly fashions were limited to women's apparel, there was almost universal acceptance. The public did not resist the yearly car design changes. Then other hard-goods makers began planned obsolescence. Perhaps this...
...high-powered, sweptwing, chrome-plated economy gets about the same mileage as Detroit's best. Both need frequent adjustments, which are costly, perhaps because they are products of people who have forgotten what constitutes a day's work...
FLASHY CARS are on the way out, says G.M. Styling Veep Harley Earl. G.M. surveys found that 50% of motorists want less chrome (v. only 15% in past), "so now we are deleting chrome as fast as we can." Almost all future cars being shown by G.M. are in one color...
...CHRYSLERS with quickie retrimming job will be wheeled out this month to combat sales slump. Windsor, Saratoga and New Yorker models will have splashier trim all around, sweeping chrome strips along side and rear panels, plus mascara-like black paint around headlights for "space age effect...