Life, 1912-08-29 · page 27 of 42
Life — August 29, 1912 — page 27: what you’re looking at
What you’re looking at
This is **not a cartoon or satire** — it's a straightforward automobile advertisement. The page features a detailed technical drawing of a Garford motor car (a luxury vehicle made by the Willys-Overland Company) alongside advertising copy promoting it as "the most highly developed 'Six' in America." The ad emphasizes the car's engineering refinements, mechanical features, and—importantly—its *social prestige*. It boasts that the Garford's owners are "men and women known throughout the civilized world as people of discrimination, taste and prominence," offering to mail prospective buyers a list of these distinguished owners. This appeals to aspirational consumers who associate the vehicle with wealth and status. The 1913 pricing (ranging from $1,500 to $6,000) indicates this was a high-end luxury model. The advertisement represents early-20th-century marketing strategy targeting the affluent class through exclusivity and social validation rather than pure functionality.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
* IONS—4\4-1m, bore by $¥4-in MOTOR CARS TRANSMISSION Selective; four speeds EQUIPMENT—Complete electric light det equipment for head rear light and interior Dik Speedometer. top and : ture holders, Jack, com, RATING—so Horse porcer. inetncnene p MOUSINE, Seren Pessen- — LANDAULET, Seven Passengers, $5700 PHAETON, Five Passengers. $4500 gers. 7 $6000 TOURING CAR, Seven Passengers, RUNABOUT, Two Passengers and LIMOUSINE, Seven Passengers | $000 . see $4500 Rumbte > $1500 The Most Highly Developed “Six” in America HE Garford, now entering its thirteenth successful year, offers you a car of genuine distinction, such as it has in each preceding year, and such as its exclusive clientele has always demanded. In the Garford Six the following fun- damentals have been more highly de- veloped, and come closer to the high mark of perfection, than any other Six made. Carburetion, lubrication, distribu- tion of weight, perfection in spring suspension, luxurious appointments, quietness, and easy riding qualities, are worked out in the Garford Six to a nicety not to be found in any other Six on the market. The Garford list of distinguished American owners is composed of men and women known throughout the civilized world as people of discrimina- tion, taste and prominence. We will be glad to mail you a list of these prominent names, as well as a handsome catalogue, fully describing the full 1913 line. Address: Garford Department The Willys-Overland Company, Toledo, Ohio comicbooks.com