|
|
Chris-Craft sold not just mahogany and brass, but dreams. The company's ads whispered of the
leisured life, of evening gowns and brilliant parties. Sales material flattered readers,
calling them "those who are accustomed to leadership, afloat or ashore." Brochures pictured
men in smart blue jackets and women in the latest fashions, for Chris-Crafts were "the new vogue
in exclusive entertainment," allowing owners to "entertain distinguished guests or carry friends
or family in approved style to club or regatta." Chris-Craft offered all of this--on the
installment plan.
Knowing that 90 percent of buyers were not experienced yachtsmen but novice boaters, Chris-Craft created advertisements that stressed comfort, safety, and ease of handling.
|
