Today Case will have ads with all the latest and greatest equipment to make your farming easier. Maybe a Quadtrack with autosteer pulling a 60-90ft planter, seeder or tillage tool. And you think to yourself, if I had an outfit like that, just think of all the acres I could tend to with less work, time and stress. Imagine putting yourself in the shoes of the man the old ad is targeted towards.
The farmer looking at that old ad maybe had a single horse or more likely a pair of oxen pulling and old worn out walk behind plow. He likely trudged and clod hopped and man handled the handles of his plow over many hours day after day but very few acres actually covered until freeze up in the fall and started in again after spring thaw.
Imagine his thoughts of fancy as he takes in the image of three fine horses pulling of all things a RIDING plow. He thinks of the ease on his tired bones and muscles as he glides along at a swift pace, plowing up acre after acre while we just sits there along for the ride. He thinks of how these new plows are redesigned for light draft and easy on the horses. He thinks of getting his plowing done early, taking on more acres, or having more time for other livestock enterprises or recreational time with family and community if his plowing was acomplished so swiftly.
He also takes in the image of the rich soil and green meadows and mature trees, the blooming flowers and sunshine and imagines his own farm being as fruitful and bountiful and productive if he only had such fine machinery and stock.
Today, we can't imagine farming anything with a 12 or 14 inch plow and a horse, but back then that ad must have been putting the ultimate dream of finer farming into the mind of the farmer wanting to improve his lot in life.