Life, 1912-04-04 · page 47 of 80
Life — April 4, 1912 — page 47: what you’re looking at
What you’re looking at
This is a **car advertisement**, not political satire. It promotes the Lozier automobile, manufactured in Detroit, Michigan. The image shows well-dressed passengers in a 1910s-era touring car positioned before a picturesque mission church, emphasizing leisure and refinement. The ad targets wealthy consumers ("playgrounds of society") by associating the vehicle with social status and travel to scenic destinations. The text's key sales pitch is that owning a Lozier provides not just mechanical reliability and comfort, but **social superiority**—the gratification of driving "a car will meet no superior." This appeals to early-20th-century aspirational buyers who equated luxury automobiles with class distinction. Two models are advertised: the Touring Car ($5,000) and the Knickerbocker Six-Cylinder ($6,500)—both premium prices for the era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
OURING through the country’s snow places, the playgrounds of society in winter or summer, you find everywhere in constantly increasing numbers the Lozier— America’s greatest motor car. There’s a gratification in touring in a Lozier—gratification that springs not merely from the enjoy- ment of personal bodily comfort and freedom from worry over mechanical troubles, but gratification in feeling that wherever you go, at home or abroad, your car will meet no superior. Touring Cars Knickerbocker Sin.Cylindet IOZIER SincCytinder $5000 2404 Mack Ave., Detroit, Mich. $6500 comicbooks.com