Life, 1908-06-25 · page 20 of 21
Life — June 25, 1908 — page 20: what you’re looking at
What you’re looking at
This is a **full-page automobile advertisement**, not political satire. It ran in *Life* magazine (June 25, date unclear from image) promoting Oldsmobile vehicles manufactured in Lansing, Michigan. The advertisement uses gender-targeted marketing typical of the early automotive era: it appeals to women through "beauty and luxury," while emphasizing to men the car's reliability and low-maintenance "efficiency"—the ability to start immediately and run continuously without adjustment. The photograph shows three well-dressed men in a car parked under a covered structure, illustrating the leisure and freedom the vehicle promises: "Light the lamps and start off; your evening's recreation is at hand." The pricing ($2,750–$4,200) positions Oldsmobile as "the logical car at the logical price"—expensive but justified by durability. There is no political satire present; this is straightforward period advertising emphasizing automotive dependability as a selling point.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Oldsmobile is a reliable car; the necessity for even minor adjustments has been reduced to the minimum. Thus, while its beauty and luxury appeal to women, its everyday efficiency has a particular fascination for busy men,—who want to step into a car that is ready to go—and keep on going—at all times. Light the lamps and start off; your evening's recreation is at hand,—return when you will. You cannot buy more efficiency with more money; you cannot buy Oldsmobile efficiency with less; it is “the logical car at the logical price.” Model M, fully equipped, $2,750 Model MR, “Flying Roadster,” fully equipped, $2,750 Model Z, Six Cylinders, 130 inch wheel base, $4,200 Mente, Armen OLDS MOTOR WORKS ~~ ™%20m50 Licensed Automobile 80 King Street East Manufacturers LANSING, MICHIGAN, U. S. A. Toronto, Ontario