100 YEARS OF AUTO ADS

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As advertising moved to replace the horse, carmakers used `science' and `doctor' references to sway skeptical consumers. The rebate was born in 1914 when Henry Ford offered to give back from $40 to $60 to Model T purchasers. In 1916, President Woodrow Wilson approved the Federal Aid Road Act, guaranteeing a national highway system.

HORSEPOWER: Olds Motor Works in 1901 promotes its car as an alternative to the outdated horse.

THE SCIENCE OF ADVERTISING: Olds extols the smarts of its owners in this 1902 ad headlined, "Nature made a mistake in giving the horse brains."

WHAT THE DOCTOR ORDERED: Doctors were primary targets of specially made cars in the 1900s, as this Franklin Automobile Co. ad shows.

HAPPY MOTORING: Willys-Overland Co. doesn't coax. Instead, it promises the joy of the great outdoors in its 1917 Overland ad promoting "the most comprehensive line of cars ever built" priced from $695-$1,950.

IN CONTROL: The ease of driving is outlined in this Pierce-Arrow ad which points out that "the driver sits on the right, the safe and correct position for American rules of the road."

MARK THE TRAIL: Like a buffalo whose instinct guides the herd, the Buick is far and away the pacesetter in motoring, according to this 1916 effort from Buick Motor Co.

THE OPEN ROAD: Reliability is stressed in this 1904 effort for Cadillac Automobile Co. for the Model A and B. The cars, the copy says, are available with and without tonneau.

THE MODEL F: A rare peek at Ford's Model F is offered in this 1905 ad enthusing that the vehicle "takes hills on the high gear like a $5,000 car." All this for $1,200.

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