Word: dragstrip
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Dates: during 1970-1979
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Jenkins' car, known as Grumpy's Toy, is a rolling billboard for automotive-parts companies. In addition to his track earnings, he commands $1,500 a night, win or lose, for helping dragstrip owners fill the stands for exhibition matches. He employs a public relations consultant to help spread his fame-and perhaps counteract the effect of his personality. Though he can be amiable off the track, fans know him as a dour churl who snarls at well-wishers and even puts up barriers to keep spectators away from his pit. Readers of Hot Rod magazine, however, were...
Every weekend Jordan and Owner-Driver Joe Arrigo, pipefitters by profession, take their machine, in which they have invested $10,000, out to race or show. Sometimes they race twice in a weekend, sleeping at small-town dragstrip motels, eating dragstrip hot dogs, breathing dragstrip fumes, building themselves up for that 6½seconds, adding up their points to qualify for the grand nationals and plotting their way to the next small town. Says Jordan: "We love speed...
Believing in Bargains. The brake on auto sales has all but eliminated the visceral promotions plugging four-barrel carburetors and twin cams to a rollicking dragstrip beat. "The American car-buying public is interested in economy," says Ford Advertising Manager Paul Tippett. "Our ads have to be practical rather than emotional." Accordingly, Ford's spring campaign has an "economy drive" theme. Can economy be made exciting? Answers Tippett: "Advertising does not have to be glamorous as long as it is not dull...
Like most auto manufacturers in headlong pursuit of the youth market, General Motors Corp. has saturated much of its car advertising with the hip jargon of the dragstrip. Yet for many consumers, including the young, the ads, with their mod vernacular, seemed as strained and unbelievable as a middle-aged matron attempting to dance the watusi. Now, faced with an uncertain economy and slumping car sales, G.M. officials have apparently decided to end their fixation with power and youth in advertising and focus it instead on value and comfort...