Life, 1914-06-18 · page 6 of 44
Life — June 18, 1914 — page 6: what you’re looking at
What you’re looking at
This is **not a political cartoon or satire**—it's a straightforward advertisement for the Locomotile automobile, appearing in *Life* magazine (page 1098). The illustration shows two well-dressed men with a luxury car, promoting "The New Locomotile" with "105 Refinements." The ad emphasizes technological innovations like left-hand drive, electrically locking doors, center control, and four-speed transmission—features that would have been cutting-edge novelties for early 1900s automobiles. The text uses hyperbolic marketing language ("Only left drive only," "Pure stream line") to position Locomotile as a premium, stylish vehicle for wealthy Americans. The mention of "fashionable builders of Paris and New York" appeals to upper-class sensibilities. This represents period automobile advertising rather than satirical content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The New Locomobile With 105 Refinements Touch the Button to Start Something new, originated by our Engineers and developed by the Westinghouse Company for us. Left Drive ‘‘The Style’”’ Last year we built both right and left drive—this year left drive only. The owner who wishes to sit next to the driver does not have to walk around the front of the car in the mud. Center Control Is in Favor The Locomobile driver changes gears with the right hand, the safest and most natural way. Few drivers are left-handed. The Locomobile is the only left-drive quality Six with four speeds and center control. One-Man Top Refinements Storm curtains adjusted and fastened inside of car. Clear vision for driver. Two oval plate- glass windows in rear. Adjustable fastening, top to windshield. Smart Low Lines The new Locomobile will be greatly admired on account of its low, sweeping lines. Style in the Chassis The Locomobile is the only quality car with six cylinders, four speeds, multiple disc clutch, left drive, and center control. The First Electrically Locked Car An owner can now leave his car feeling that it will not be tampered with or stolen. A turn of your “Yale” key automatically locks the car dead—ignition, lights—everything. Another turn locks the signal lights on. Another turn—the car is free to operate. The first car to be auto- matically, electrically and mechanically locked. The New Mode in Lamps Abroad you see smooth, unbroken lines. We interpret this by incorporating the side lamps in the head lights. This places the signal lamps in a better position and beautifies the car. Style Features The New Radiator. The New Bonnet panelled at the front with vertical openings at the rear in the Continental Style. A longer and more sweep- ing Cowl. Fine proportion between Body and Bonnet. Pure stream line. The new one-piece Fenders are moulded to graceful contours, carry- ing out the foreign effect. Four Speeds Selective High-grade cars abroad have four speeds, not three. Four speeds are decidedly the thing. Our Four-Car-a-Day Policy is back of all these refinements. Not to see how many cars we can build, but how well. In addition to our standard bodies, we have ordered special bodies from the fashionable builders of Paris and New York. Exclusive upholstery fabrics selected by our artist from patterns imported to our order. Send for the Locomobile Book. The Locomobile Company of America Bridgeport, Conn.