Life — November 2, 1911 — page 2: what you’re looking at

What you’re looking at

# Lozier Automobile Advertisement This is primarily a **product advertisement** for the 1912 Lozier automobile, not political satire. The ad uses social aspiration as its marketing appeal. The image shows a wealthy couple in their Lozier motor car encountering horseback riders on a country road—a scene contrasting modern automotive technology with traditional transportation. The advertising copy emphasizes that the Lozier is found "on the mountains, at the seashore, on the boulevards, at the country club, wherever you meet people of wealth and discrimination." The satire is implicit rather than explicit: it's gently mocking the aspirational consumer by suggesting that owning a Lozier signals membership in an elite social class. Pricing is listed at $5,000 (8-cylinder) and $4,700 (6-cylinder)—substantial sums in 1912, positioning this as a luxury good for the wealthy.