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General Motors Holden – Resale Value (c.1958)

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Holden’s resale value

This clip chosen to be G

Clip description

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.

Curator’s notes

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.

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australianscreen is produced by the National Film and Sound Archive. By using the website you agree to comply with the terms and conditions described elsewhere on this site. The NFSA may amend the 'Conditions of Use’ from time to time without notice.

All materials on the site, including but not limited to text, video clips, audio clips, designs, logos, illustrations and still images, are protected by the Copyright Laws of Australia and international conventions.

When you access australianscreen you agree that:

  • You may retrieve materials for information only.
  • You may download materials for your personal use or for non-commercial educational purposes, but you must not publish them elsewhere or redistribute clips in any way.
  • You may embed the clip for non-commercial educational purposes including for use on a school intranet site or a school resource catalogue.
  • The National Film and Sound Archive’s permission must be sought to amend any information in the materials, unless otherwise stated in notices throughout the Site.

All other rights reserved.

ANY UNAUTHORISED USE OF MATERIAL ON THIS SITE MAY RESULT IN CIVIL AND CRIMINAL LIABILITY.

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