Life, 1914-08-27 · page 33 of 44
Life — August 27, 1914 — page 33: what you’re looking at
What you’re looking at
This is a **automobile advertisement**, not political satire. It promotes the Lozier automobile, a luxury car manufactured in Detroit. The illustration depicts a cheerful group of well-dressed passengers in an open-air motorcar, traveling past refined scenery—establishing the vehicle as aspirational and appealing to the wealthy. The advertisement emphasizes that the "New Lozier" Light Four maintains the brand's established reputation while offering refinements at an unchanged price of $2,100. The copy uses sophisticated language ("finesse," appeals to "red blooded" men) to position the car as embodying quality craftsmanship and reliability. The tagline "The Choice of Men Who Know" suggests discerning buyers recognize Lozier's superiority. The mention that "merchants who handle the Lozier are prosperous" serves as social proof of the car's desirability and market success. This reflects early 1900s automotive marketing targeting upper-class consumers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
TEE 357 This is the New Lozier A Smart, Light Four Two thousand cars of this same origin, bearing the name Lozier, blaze a trail for this new car, which able observers in the trade classify as “‘Lozier at its best.” It is a Four—a light Four; identical in many ways with its predecessor and destined, many believe, to surpass its fame. Though endowed with more than $400 extra in refinements the price is unchanged—$2,100. Its points of difference are marked. There is a little more finesse, a little more comfort, a little more charm, some less parts, more simplicity, a smoother flow of power to the rear whecls, less things to vibrate, some less weight, and a more ready response. Finesse sums it up well. A woman will note it as quickly as she does the finesse ina French cloth. A chauffeur will ob- serve it the moment he raises the bonnet. To the eye and the mind the appeal is distinct. Yet nothing has been done to compromise Lozier principles of previous Light Four, $2,100 “The Choice of Men Who Know” years. The old policy of doing one thing and doing it well is observed with touching fidelity. ‘The old appeal to the “red blooded” man is still there. It has the sporting quality that one man admires in another—the ability to endure. “Specifications” and “Features”, while noteworthy, do not suggest the merit of this Lozier. The items of the menu at the Waldorf mean little. It is the quality of the food and the skill of the chef that counts. Likewise in this Lozier. Merchants who handle the Lozier are prosperous the country over. That is a good gauge. No money ever was made distributing an inferior car. These merchants are now exhibiting this latest Lozier. Another new Lozier, the second series of this year’s light Six, will be out soon. This car showed a sales increase of 100% in one year. It will be well worth any- one’s time to sce it. Detroit Light Six, $3,250