Since the very first time boats were advertised, marine manufacturers across the board have typically followed a formula: boat or other marine product in the center of the page, usually a blue background, and benefits driven copy. Just open any boating magazine and you’ll see this formula still in heavy use. But back in 1957, Evinrude took a different tack, using its interesting history as a focus and supporting it with emotional, soft-sell copy inset at the bottom of the page – an approach that would stand out even in 2012.

FUN FACT: In the 1977 animated film, “The Rescuers”, the dragonfly who pushes a small boat is named after the famous outboard manufacturer. (Source: IMDb)