Recently upon review of a series of Checker brochures, this reader noticed some significant differences with Checker brochures that seemed to form a pattern. Checker brochures vary from year to year alternating between the depictions of Checkers with either photographs or illustrated renderings?
Today advertising is dominated by photography, but back in the day, illustrations were the dominant genre to depict products. These
types of ads were typically created by an illustrator From and advertising perspective, an illustrator is paid to pictorially portray the client’s message. The illustrator must problem-solve. The client has a question: how do I get consumers to want my product? The illustrator answers that question: simple, show a cool character having fun with that product. The illustrator communicates that message through the artwork. For 1964 Checker seemed interested in creating luxurious Checkers in dramatic settings. Checkers were expensive, perhaps Checker was hoping to create a new image.
The 1964 Checker brochures used illustrations rather than photography. These lush images depicted scenes of glamour and sophistication populated by suave, well-attired cosmopolitan characters, always accompanied by a larger-than-life Checker with shimmering chrome and glistening paintwork.
The images depict Checkers in a variety of luxury settings such as a Checker set for night time yachting, or on a golf course with the sporting set, on the drive of an opulent estate and ready for commercial service at a jet age airport.
Its unclear who the illustrator was, whoever it was, their work was fantastic. The illustrations portray a style that used color sparingly. The bold use of a background color allows the viewer to focus on contrary colored Checker. This seems allows for the capture of a dramatic scenes with a high-contrast depiction of a Checker that pops out.
Here’s a sample of some of these great illustrations for 1964.
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