Life, 1915-02-18 · page 44 of 44
Life — February 18, 1915 — page 44: what you’re looking at
What you’re looking at
This is a **luxury automobile advertisement** from *Life* magazine (February 18, 1912), not political satire. It promotes the Pierce-Arrow motor car through aspirational imagery. The ad uses three illustrated scenes showing wealthy, well-dressed businesspeople and socialites confidently conducting their affairs—attending meetings, dining, traveling—without worry. The central image depicts a couple in an elegant Pierce-Arrow automobile. The sales pitch emphasizes **reliability and trustworthiness**: owners needn't fret about punctuality or plan extra time because the car is so dependable. This appeals to the leisure class's desire to maintain their social schedules without mechanical anxiety. The ornate decorative frames and refined illustrations reinforce the car's association with **wealth and sophistication**. Pierce-Arrow was a high-end American manufacturer (Buffalo, New York), positioning itself against competitors by targeting affluent professionals who value dependability alongside status.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“| LIFE* PIERCE: j- ARROW © | i The mind of the owner of a Pierce-Arrow does not run | on ahead of him in vain spec- | ulation as to whether the car will be on time, or will get him there on time. He soon sinks into a feeling of trustful- ness in regard to his Pierce- Arrow. He need never in- terrupt his plans, break an engagement, allow greater time for going to and fro, or omit doing anything that counts upon the faithful efh- ciency of a Pierce-Arrow. Tue Pierce-ARRow Motor Car Co. BUFFALO NEW YORK