With support from the University of Richmond

History News Network

History News Network puts current events into historical perspective. Subscribe to our newsletter for new perspectives on the ways history continues to resonate in the present. Explore our archive of thousands of original op-eds and curated stories from around the web. Join us to learn more about the past, now.

Abraham Lincoln: President, Emancipator, Corporate Pitchman

For almost a century, Lincoln Motor Company paid homage to our 16th president in name only – hoping the mere mention of the man who saved the Union and abolished slavery would somehow cast an aura of prestige and integrity over their product and resonate with potential car buyers.

In December, however, the automaker began using Lincoln’s likeness in its advertising for the first time. The motor company says the move was not tied to the release of Steven Spielberg’s epic film Lincoln – even though parts of the ad for the new MKZ, in which the president’s likeness emerges dramatically from layers of fog, look as if they could’ve been pulled from the cutting room floor.

Instead, the automaker told The New York Times, it’s trying to connect its vehicles to Lincoln’s “fortitude and elegant thinking” — and that the timing with the film’s release was just good luck....

Read entire article at Time Magazine