Life, 1914-03-19 · page 29 of 44
Life — March 19, 1914 — page 29: what you’re looking at
What you’re looking at
This is not a cartoon or satirical piece—it's a straightforward automobile advertisement disguised as consumer advice. The Locomobile Company presents itself as offering impartial guidance on car selection, but the entire article is marketing copy promoting their product. The "satire" (if any) lies in the framing device: a St. Louis man supposedly conducted objective research by interviewing chauffeurs—workers whose professional judgment would carry credibility. This appeals to readers' desire for expert opinion while subtly suggesting that knowledgeable professionals (not manufacturers' claims) endorse Locomobiles. The text emphasizes luxury features (deep upholstery, yacht-like design, refined appearance) and service superiority rather than price, targeting affluent early-20th-century buyers. The company's confidence that thorough inspection will "secure the order" assumes their product will win direct comparison. This represents early automotive marketing positioning quality and service over flashy advertising.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ESIEESES TT How Would You Select the Best Car? If you were not limited by price, preju- dice, or time, how would you choose it, and what would it be? A St. Louis man recently investigated the matter in a logical, conclusive way. His method was to question Chauffeurs. He would step to the curb and ask the driver of a waiting motor car which partic- ular make ranked the highest, and why. Many chauffeurs, in charge of all kinds of cars, readily answered his questions. As a result of his inquiries, he purchased a Locomobile. He bought it on account of its standing among well-informed and unprejudiced men. The practical automobile driver recom- mends the Locomobile because it is safe to driveat speed. It is economical in fuel con- sumption. It is well-balanced and easy on tires. Itis reliable—little trouble to maintain. Chauffeurs like an up-to-date car as much as the owner. They like four speeds in- stead of three, just as they like six cylin- ders instead of four; they like the disc clutch better than the cone clutch, once used everywhere; most of them like left drive and center control instead of right drive. Analyze Style as a most important matter. The best car will be in the best taste and without conspicuous features. Have you ever considered style in this way? There is no label on the Locomobile. It is designed for the Owner and the usual conspicuous features tending to advertise the manufacturer at the expense of the owner are omitted. Look for yacht-like effects, smooth body surfaces without external door hinges or door handles. Spare tires should be car- ried at the rear to leave the running- boards clear. Investigate Comifort personally. Never take the riding qualities of any car for granted. The Locomobile has been given preference in recent years because of its deep, soft upholstery, and easy riding. Look into Safety. Give us the oppor- tunity to show you why our car is partic- ularly safe. Do not overlook Service. The Locomo- bile idea is: Service Above Sales. Our chain of sixteen branch houses gives direct Locomobile Service throughout the coun- try. Our limited output (not more than Four Cars a Day) enables us to build a better car by watching it more carefully during its construction. It also enables us to give more personal attention to owners. Select your car because it has the most good points and the fewest bad ones. The best car must have the best chassis. Its com- fort must be proven superior by compar- ison with other cars. Its appearance must be modish, but refined, to rank highest. The more carefully you make your selec- tion, the better it will satisfy us. We have such faith in the Locomobile that the more thorough you are in choosing the car, the more likely we will be to secure the order. Our car is at your disposal to examine, test, and compare with all other cars. The Locomobile Company of America Bridgeport, Conn, INIVARUATAAANEUAEANTAT ATT comicbooks.com