Life, 1915-11-25 · page 8 of 44
Life — November 25, 1915 — page 8: what you’re looking at
What you’re looking at
This page is primarily a **luxury automobile advertisement** for the Locomobile Company, not a political cartoon. The image shows a well-dressed woman in elegant dark clothing viewing an expensive motorcar parked on a city street, with pedestrians and buildings in the background. The accompanying text argues that wealthy people will always desire the finest automobiles regardless of price, comparing luxury cars to other exclusive goods like fine homes and yachts. It emphasizes that the Locomobile maintains prestige through limited production ("Four Cars a Day") and meticulous craftsmanship. The satire here is subtle—it's gently mocking the pretensions of the wealthy elite who justify expensive purchases through appeals to taste and exclusivity rather than practical necessity. The well-dressed woman serves as a symbol of this affluent market segment.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
She FINE CAR and is Future The future of the expensive motor car is the same as the future of any other fine thing. Persons of taste, able to afford the best, will never be satisfied with anything less than the best. Such families, who can afford the fine things of life, are never satisfied with any compromise. There is a satisfaction in owning an exclusive, aristocratic vehicle of the finest quality and in the best taste. Human nature has always been the same and will not change in the future. The desire to own something better in a motor car, something more distinguished, something more remarkable, is unquestioned. The matter of price has nothing to do with the future of the Fine Motor Car. The circle of those who are financially able to enjoy the ultra-luxurious motor car is growing larger, and this circle will always demand the best. The fact that the Locomobile is and must always be an ex- pensive motor car is merely a measure of its merit, inasmuch as the price of any car is, or ought to be, merely a function of its cost. Though it be expensive, the Locomobile is a great satisfaction. Because of this satisfaction, and because the Locomobile policy of limited production is and always will be strictly adhered to, its future is perfectly assured, like that of the fine home, the fine yacht, and other fine things of life. The increase in the demand for the Locomobile can mean but one thing—a finer appreciation of the merits of the Car. The Locomobile is built with extreme conse jousness. The production is limited to Four Cars a Day, and much individual time and attention is given to each Locomobile. There will always be a demand for a car conceived and executed in this spirit. The LOCOMOBILE COMPANY of America MAKERS OF FINE MOTOR CARS comicbooks.com