Life, 1912-05-23 · page 2 of 44
Life — May 23, 1912 — page 2: what you’re looking at
What you’re looking at
This page is primarily a **luxury automobile advertisement**, not political satire. It promotes the Lozier motor car, manufactured in Detroit, positioning it as an exclusive vehicle for wealthy, sophisticated buyers. The advertisement emphasizes five qualities: comfort, style, safety, power, and dependability. It claims the Lozier is "the only car in America that has commanded a price of $5000 or more for eight consecutive years," targeting affluent consumers who judge automobiles by prestige rather than practicality. The copy appeals to upper-class women, suggesting a Lozier owner can confidently visit "fashion shops," "the opera," and "society's most exclusive play-grounds." The vintage illustration depicts an early 1900s automobile with passengers in formal dress, reinforcing the car's association with wealth and social status.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
[OZIER motor cars are built for people who measure cost in comfort, style, safety, power and dependability. The superlative degree of these five qualities describes the Lozier—the only car in America that has commanded a price of $5000 or more for eight consecutive years—a car that is legiti- mately high-priced. Everywhere the Lozier commands the attention and respect of people whose position and train- ing have made them competent judges of a motor car. The woman who uses a Lozier may go any- where—to the fashion shops. to the opera, to society's most exclusive play-grounds at home or abroad—with complacent assurance that her car is correct in every detail of design and appointment. Touring Cars Limousines maar LOZIER ites $5000 2405 Mack Ave.. Detroit $6500 Ol the Bi would comicbooks.com