Life — January 11, 1912 — page 40: what you’re looking at

What you’re looking at

This is a period advertisement for the Pierce-Arrow Motor Car Company of Buffalo, New York. The image shows two well-dressed men in overcoats at a horse show, with a Pierce-Arrow automobile visible in the background. One man holds what appears to be a riding crop or similar equestrian equipment. The satire is implicit: at a traditional horse show—an event centered on equestrian culture and horsemanship—the advertisement juxtaposes the old world of horses with the new automobile technology. The sophisticated gentlemen, dressed in elite attire, represent the wealthy clientele who would patronize both venues, suggesting that Pierce-Arrow automobiles appeal to the same refined, upper-class audience that attends prestigious horse shows. The ad implies the car represents modernity and progress while maintaining social prestige.