Life, 1909-03-25 · page 23 of 36
Life — March 25, 1909 — page 23: what you’re looking at
What you’re looking at
This is a straightforward advertisement, not satire, from Life magazine for the American Motor Car Company (Indianapolis). The page showcases four automobile models—the Traveler, the American, the Roadster, and the Tourist—arranged in a hexagonal layout. The ad's messaging targets wealthy elites, emphasizing exclusivity and superiority. It quotes a "largest individual owner of cars in the land" calling it "the handsomest car in the world" and a celebrated driver praising its speed. The tagline "No Noise But the Wind" and emphasis on limited production (200 cars annually) reinforce the luxury positioning. This reflects early 1900s automobile marketing: cars were expensive luxuries for the wealthy, and manufacturers competed on prestige, not affordability. The ad assumes its readers are among the discriminating few who could afford such vehicles—likely Life's affluent audience.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
pon bagless for the Discriminating Few THE AMERICAN This is, frankly, a car for those few men of means in each community who will not be deterred (by the first-cost) from owning an automobile which will be awarded precedence in any distinguished company in which it may appear — native or foreign. You can see at a glance that the American would dominate any automobile assemblage, by the mere beauty and individuality of its design. This exterior smartness, which makes the American the observed of all observers wherever it is driven, is the they possess:— In the words of the largest individual owner of cars in the land and a man of national prominence: ‘The handsomest car in the world.” And in the words of Herbert Lytle, the cele- brated driver of foreign and American cars: “The fastest car— barring none—I ever drove in my life.” THE TRAVELER Undersiung frame chassis; 40-inch wheels ; .P, motor, “aa sign and symbol of operative qualities just as unique and just as pronounced. ‘The owner can afford to be supremely confident no matter where he travels —no other car he encounters will cause him to blush for his American. Each year up to the present — fifth— season ofthe American, a sufficiently limited number of cars have been built to ensure the masterly con- struction of each. Two hundred American cars will give two hun- dred owners for 1909 the absolute assurance that The tremendous power generated by the American —its marvelous capacity for picking up speed instan- taneously — the straight line drive due to the under- slung frame— the available speed capacity of 60 to 80 miles — these are features too vital to be dis- cussed here You should have the literature and arrange for a demonstration, no matter what other car you may have had in mind. American Motor Car Company Dept. F. -- Standard Manufacturers A.M. C. M.A. Indianapolis, Ind. THE TOURIST 4cyl., 30-60 H.P. motor; seated for seven; $4,000 comicbooks.com