Life, 1912-12-05 · page 17 of 116
Life — December 5, 1912 — page 17: what you’re looking at
What you’re looking at
This is a **full-page automobile advertisement**, not a political cartoon. It promotes the "American Traveler" Limousine by American Motors Company of Indianapolis. The ad appeals to wealthy consumers by framing the car as embodying "Colonial dignity and richness"—tapping into early-20th-century nostalgia for American aristocratic heritage. Priced at $6,000 (extremely expensive for the era), it targets the elite market. The sales pitch emphasizes luxury details: goat-skin upholstery, electrical dome lights, speaking tubes, electric cigar lighters, and toilet cases. The "Underslung" design and "vestibuled driver's compartment" suggest both mechanical sophistication and class separation between passengers and chauffeur. The ad's insistence on exclusivity ("only a limited number") and immediate reservation pressure are standard luxury marketing tactics. This reflects the pre-Depression era when such conspicuous consumption was openly celebrated in advertising.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The “American Traveler” Limousine A Car Embodying True Colonial Design HE ‘‘American Traveler” Limousine marks the ulti- mate in closed car design- ing. Possessing distinctive Colonial dignity and _rich- ness, a long sweeping wheel base and large wheels, it is surpassed by no town or country closed car. In fact, there is no other equipage like it; no other car in which is expressed so emphatically that indefinable tone of refinement. This newest “American Underslung” type is elec- trically lighted and electrically started. There is complete control from the vestibuled driver’s compartment. Car- buretor adjustment is provided for on the dash. The car’s mechanical operation is from the center and the drive from the left. For the ‘‘American Traveler” Limousine a selection of any finish or upholstering shade is permitted. The inter- oe finishings are of the finest qualities of goat skin and taffeta. The spacious coach compart- ment permits four to ride in utmost There are two unusually comfort. comfortable auxiliary seats. The car’s complement of passengers is UNDERSLUNG five besides the driver. To the most minute details the “American Traveler” Limousine excels. There are two glazed electrical dome lights, an electrical enunciator registering on the dash, a speaking tube, electric cigar lighter, toilet case, card case and flower vase. There are Colonial pillar lamps on the vestibule. The ‘American Traveler” Limousine—which is of 50- horse power—is priced at $6,000 complete. . We will make only a limited number of this type of “American Underslung” cars. It is imperative that you make a reservation immediately. You should see the nearest American dealer at once. A postcard will bring his address. We also want you to have our fine new catalogue, pre- pared in colors by well known artists. It is descriptive of the entire ‘‘American Underslung” enclosed line. American Motors Company, Dept. K, Indianapolis, Indiana comicbooks.com