Life, 1913-03-06 · page 65 of 72
Life — March 6, 1913 — page 65: what you’re looking at
What you’re looking at
This is a **luxury automobile advertisement**, not a political cartoon. It's a Lozier Motor Company ad promoting high-end cars to wealthy buyers. The image depicts an elegantly dressed woman in white standing near a grand European-style building, with a Lozier automobile prominently displayed in a town square surrounded by well-dressed onlookers. The tagline "The Choice of Men Who Know" emphasizes exclusivity and sophistication. The advertisement's appeal is purely **aspirational and class-based**: it associates the Lozier brand with wealth, refinement, and social status. The European architectural setting and formally dressed figures suggest continental elegance. The copy explicitly targets "people of wealth and refinement" encountered at exclusive venues (country clubs, boulevards, seaside resorts), making the sales pitch clear: owning a Lozier signals you belong to society's elite. For modern readers, this reveals early 20th-century marketing strategies targeting the wealthy through class signaling rather than practical car features.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ae Hh “The Choice of Men Whokrow” pi ON touring highways, at the seashore, on the boulevard, in the mountains, at the country club,— wherever you meet people of wealth and refinement,. there, in increasing numbers, you» find the Lozier. 4 Big Six: Touring Cars $5,000, Limousines and Landaulets $6,500. “LIGHT SIX" $3,250 to $4,450. LOZIER MOTOR COMPANY 2403 Mack Avenue Detroit, Michigan ~ comicbooks.com