Life, 1911-09-28 · page 29 of 42
Life — September 28, 1911 — page 29: what you’re looking at
What you’re looking at
This is primarily a **car advertisement**, not political satire. It promotes the Fiat automobile to American readers during what appears to be the 1920s (based on the "Fifteenth Year" notation and vehicle style). **Key selling points:** - Fiat established a factory in Poughkeepsie, New York to avoid import tariffs - Italian engineering combined with American manufacturing proximity - Priced competitively with American luxury cars ($4,500-$5,500) - Features a 35 H.P. shaft-drive engine **The appeal to modern readers:** This reflects post-WWI economic nationalism—Fiat emphasized Italian prestige and engineering while leveraging domestic American production to undercut import costs and tariffs. The Italian architectural illustration (appears to be a European tower/landmark) positioned the brand as sophisticated and Old World-crafted. The advertisement contains **no satirical commentary**—it's straightforward marketing using period design conventions: elegant typography, artistic imagery, and emphasis on quality and value.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
a 5 The Master Car Tis model Poughkeepsie Plant of F.1.A.T., Turin, Italy, established to meet the increasing demand for Fiat cars in America, is building under the direct su- pervision of resident Italian Engineers, the 35 H. P. Shaft Drive Fiat with long stroke monobloc motor. This exclusive Italian product, advanced in every de- . x tail of design and construction, is now marketed with ’ no import charges and with a guarantee of resident | factory service, at the price of high-grade American automobiles. The great value of Fiat ownership is { therefore apparent. $4,500—Open Bodies $5,500— Limousine Bodies Completely Equipped Poughkeepsie New York Advance Catalogues from Sales Dept. H —_____ Ll 2.f ios ——— a comicbooks.com