Life, 1911-03-02 · page 35 of 52
Life — March 2, 1911 — page 35: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not satire or political content. It promotes Columbia automobiles from Hartford, Connecticut, positioning them as luxury vehicles for the wealthy elite. The top illustration shows fashionably-dressed women admiring the car, establishing it as aspirational and refined. The text emphasizes exclusivity: only 1,000 cars built annually (versus 5,000 capacity), sixteen years of tradition, and meticulous craftsmanship. The lower technical drawing displays the automobile's engineering. The messaging appeals to class consciousness—suggesting that those of "birth, tradition, environment and character" naturally choose Columbia cars. This reflects early automotive marketing when cars were status symbols for the wealthy, before mass-production made them commonplace. The "A.L.A.M." membership reference indicates industry standardization bodies of the era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ment and character forbid their accepting less. Columbia cars have held this regard for sixteen years—from the beginning of the motor car, in fact. HOSE who are satisfied only with the best use Columbia cars. Birth, tradition, environ- Columbia cars are built in a factory big enough to build 5900 cars. Only 1000 Columbia cars are built annually and these with infinite care. Every refinement of detail characterizes them. They have many exclusive features. Send for complete catalogue. The Columbia Motor Car Company Hartford, Conn. comicbooks.com