The Sledgehammer – Version 2.0

March 18, 2009

Out of Context Ad Solution: And There’s Plenty of Room in the Trunk Too.

Filed under: History, Recycled Newspaper — Brian Lutz @ 10:42 pm

As you might recall from last week’s Recycled Newspaper installment, we were looking at this elephant standing on top of… well, something.  And (assuming anyone out there actually did so) your job was to figure out what perch this pachyderm had selected.  As usual, the solution is found after the jump, for those of you who would like to take a guess before looking at the answer.

Finally, the solution to all those corny old elephant jokes has been discovered, lurking on the pages of a 1933 East Side Journal issue which, for some unknown reason, just happened to be entirely Chevrolet-themed.  An entire edition of the paper (or, more likely an advertising supplement designed to look like an edition of the paper)  was filled completely with Chevrolet ads and articles about various Chevrolet related topics.  In the unlikely event that anyone reading this happens to own both a 1933 Chevrolet and an elephant, I would not recommend trying this no matter what the ad might suggest.  From a size perspective you probably could do it (although the elephant in this picture probably wasn’t quite full size) but it’s hard to imagine that car getting much anywhere with an elephant riding on top, V8 or otherwise.

Here is the ad copy that accompanies the picture above, touting the strength of the famous (and now largely cliched) Body by Fisher, and discussing the virtues of steel reinforced by a hardwood frame.  I suspect that nowdays if you touted the fact that your car’s body included wood in its structural frame someone would probably freak about it over at the NHTSA or some other relevant government bureaucracy.  I seriously doubt that GM (or any major auto manufacturer for that matter, possibly excluding a few high-end British coachbuilders like Morgan) bother using wood for anything besides trim in their cars anymore.  At this time when most cheap automobiles on the road were still pretty much rickety little things with all of the structural rigidity of a tin can full of Jell-O, this was probably considered a major innovation.  This was also back in the days when seatbelts were still rare (although a group called the Automobile Safety League of America had been formed during the 1930s to advocate for such featues as seat belts and padded dashboards to reduce crash injuries.)  Crash Testing of automobiles also would not begin until 1934, whcn General Motors would perform the first barrier crash tests of their cars.  Having been involved in yesterday’s fender bender and seeing how shockingly little damage to my car actually resulted from it, I can definitely appreciate how far we’ve come over the last 75 years in terms of automotive safety and construcvtion.  On the other hand, I don’t think I’d care to try putting an elephant on the roof of my car…

Speaking of old stuff, this week’s Recycled Newspaper post might be a little bit thin, since I have had to revert to my clunky old 4 megapixel Olympus camera for photo taking duties while my good one is in for repair, and that one doesn’t do a very good job of taking photos off the microfilm.  I’ll be sure to post something, I’m just not exactly sure what it will be yet.

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