Life — January 5, 1911 — page 17: what you’re looking at

What you’re looking at

This is a full-page advertisement for the Carhartt automobile, appearing in *Life* magazine. The design features a large heart shape containing an early 1900s touring car, with the Latin motto "Ecce Signum" ("Behold the Sign") on a banner below. The advertisement uses romantic imagery—the heart symbol—to suggest that owning a Carhartt automobile is a sign of love or affection, likely appealing to buyers as a desirable, prestigious purchase. The classical Latin phrase adds sophistication to the pitch. The ad is placed by Carhartt Automobile Sales Co., located at Hotel Plaza in New York. This represents early automotive advertising targeting wealthy urban consumers through a lifestyle and emotional appeal rather than technical specifications.