Life — March 7, 1912 — page 5: what you’re looking at

What you’re looking at

# Analysis This is **not a political cartoon or satire**—it's a straightforward automobile advertisement from Life magazine. The page promotes the "Reo the Fifth," a 1920s motorcar priced at $1,055. Designer R. E. Olds presents this as his 24th model in 25 years and his "farewell car." The text emphasizes engineering innovations: nickel-vanadium steel, three ball bearings, heated carburetor, center control, and brake systems. The advertisement highlights practical features—foot pedals, left-side drive, no side levers—positioning the Reo as combining luxury with accessibility. The detailed technical specifications and the designer's personal endorsement were typical marketing strategies for competing automobiles in this era. R. M. Owen & Co. handled general sales; the Reo Motor Car Co. manufactured in Lansing, Michigan.