CHEVROLET'S SPECIAL HILL-FLATTENERS ! 162 HP V8 180 HP V8This illustration by Charles Allen was among the first newspaper ads produced using the line technique that would make Chevy ads famous. Many of the newspaper ads from this time were produced with photography which was the latest thing in advertising. But when the reproduction results were reviewed by gathering tear sheets from all over the country they left much to be desired. Newspaper printing presses were nothing like those being used today. They tended to wobble some and the ink distribution was usually too heavy or too light resulting in a very unsatisfactory look at the product. The line technique Jim Hastings began using for newspaper ads came from his experience when he was with the Paterson and Hall art studio in San Francisco. Hastings himself had made illustrations using the technique and knew first hand the quality that could be produced. His other contribution to Chevy ads of the future was the relationship with America and the endless highways that would appear in ads yet to come. The double perspective for highway performance illustrations allowed for great views of the cars and great views of the roads they traveled.
