As long as the attitude is to only show the sheet metal, then automobile advertising will continue to be wretched.

The quote by Jerry Della Femina critiques the conventional approach to automobile advertising, stating that as long as advertisers focus solely on showing the sheet metal—the physical appearance of the car—the quality of automobile ads will remain wretched. By "sheet metal," he refers to the exterior design or surface features of cars. Della Femina suggests that this narrow focus misses the deeper elements that make a vehicle appealing, such as its performance, innovation, or the emotions it can evoke in consumers.

Jerry Della Femina, a famous advertising executive and creative thinker, is known for pushing the boundaries of traditional marketing. His quote encourages advertisers to go beyond superficial features and instead tap into more meaningful stories and values that resonate with customers. He believes that advertising should capture the essence and experience of the product, not just its outward appearance.

The meaning behind the quote points to the importance of a broader, more creative attitude in marketing. Successful automobile advertising should appeal to consumers' desires, lifestyles, and emotions rather than merely showcasing the physical aspects of a car. This shift could transform ads from dull and forgettable to engaging and memorable.

In summary, Della Femina’s words challenge marketers to rethink their strategies. To improve the effectiveness of automobile advertising, they must move beyond the surface and connect with audiences on a deeper level, making the car more than just a collection of metal parts but a symbol of identity and aspiration.