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General Motors Holden: Resale Value
Title:
General Motors Holden: Resale Value
NFSA ID
262814
Year
1958
Courtesy
General Motors Holden
A Holden customer shakes hands with his dealer and drives out of the Holden dealership. The voice-over narration explains Holden’s high resale value over an image of the newspaper classifieds. The narrator – a GMH representative standing in a Holden showroom – directly addresses the camera and, as he talks about Holden’s resale value, a rotating camera shot shows the car in the showroom. After the narrator explains how a high resale value relates to the customer, the image dissolves to a Holden car driving up to a suburban house. The Holden slogan, 'Australia’s Own Car’, concludes the ad.
This advertisement is fairly straightforward and runs at one minute – half the length of previous ads in this series, but twice as long as the ads that later became the norm. Longer, explanatory-style ads like this do not fit as neatly within a minute, but the use of the GMH representative, who functions as narrator, helps convey more information in a shorter space of time. Familiar to audiences from a series of television advertisements (see also General Motors Holden – Proved Dependability, which closes with the same footage and slogan as this ad), he is conceived by the advertisers to be a dependable and authoritative voice. His assurances about better trade-in allowance, protection of investment and consistently high resale value are meant to be seen as trustworthy, and his assertion that buying a Holden 'saves you money in the long run’ would have been a real incentive for prospective buyers.
The National Film and Sound Archive of Australia acknowledges Australia’s Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of the land on which we work and live and gives respect to their Elders both past and present.