Let's talk about: Porsche Print Advertising in the late '70s

...Or should I say, let’s talk about knowing your audience?

The early 1970s were still booming with post-war economic prosperity. Families were moving into the suburbs, buying homes, and adding new cars to their driveways. However, as the oil crisis hit in 1973, inflation grew, creating financial challenges for many Americans. Suddenly, the country was facing stagflation - rising prices paired with stagnant wages - and it became harder for people to hold on to the same lifestyle they were used to.

But here’s the thing: even in tough times, people never stop dreaming. In fact, for many, those dreams become even more important. And Porsche knew that. They weren’t just selling a car - they were selling the fantasy of success, power, and achievement. In a world of uncertainty, Porsche’s ads reflected society's desire for stability and status. The brand positioned itself as the ultimate symbol of having "made it", a status symbol for those who wanted to show they had beaten the economic crisis.

Instead of focusing on the technical aspects of the car, Porsche sold the lifestyle. Their ads weren’t just about horsepower or design; they were about pulling up to your high school reunion in a car that says, "Look where I am now." In their world success was defined by what you drove.

During a time when life might have felt uncertain, Porsche’s bold, sometimes cocky ads resonated because they provided something everyone could relate to: the desire for success, financial freedom, and recognition. They knew their customers inside and out - and weren't afraid to push boundaries, be bold and straightforward. They reminded the world that great advertising doesn’t always play it safe, and sometimes, getting your audience’s attention means challenging them.

Porsche print ads in 1967 will forever be an iconic moment in the advertising world, showing the perfect blend of creativity and strategy and, most importantly, how a brand can sell not just a product but a dream.

Porsche never really sold just cars; they always sold a lifestyle. They sell a symbol of power, status, and desire. The car that gets you from A to B is just an added bonus. That’s why most Porsche ads weren't and aren't just about the car’s features. Instead, they focus on what owning a Porsche could give you: more than convenience, it offers prestige.