np [South Bend, Ind.]: np [Studebaker Corporation], nd [ca. 1962]. First Edition. Narrow 8vo. 8.25" x 4" approx. Stapled pink (natch) pictorial self-wraps. Mild wear. Near fine overall. 24pp. Illustrated with period vignette illustrations, one or two per page. Near fine. Item #18713
Unusual piece of auto ephemera geared (sorry) specifically to women, introducing them to their new Studebaker Lark — all penned by the pioneering advertising execultive Bernice Fitz-Gibbon. Gibbon was famous for her expertise in marketing to women and was noted especially for her work for department stores like Marshall Field's, Macy's, Wanamaker's, and Gimbels (where she penned the legndary slogan "Nobody, but nobody, undersells Gimbels"). A measure of her stature can be seen in this pamphlet, which features Fitz-Gibbon's prominent byline to the front cover, as well as her photo and lengthy biography on the entirety of the rear cover. In a tone that somehow combinines period condescension with hints of the coming women's liberation movement ("A woman without a car is like a bird in a gilded cage."), ALICE... covers the proper operation and maintainance of the Lark, a model produced from 1959 to 1966. Sections include "How to Change a Tire," "Women Aren't Daredevils," "Coping With Bad Road Conditions," "Don't Fret About the Weather," "The Care and Feeding of Your Lark," among others. Scarce; OCLC finds just two locations (Duke and Indiana Historical).