Life — February 24, 1916 — page 6: what you’re looking at

What you’re looking at

# The Locomotive Policy This page is **not a satirical cartoon** but rather a **luxury automobile advertisement** for the Locomobile Company of America, presented as editorial content in Life magazine. The elaborate decorative border frames the company's manufacturing philosophy: they commit to producing limited numbers of high-quality, expensive cars rather than mass-producing cheaper vehicles. Key policy points emphasize fine materials, skilled workmanship, six-cylinder engines with four-speed transmissions, and restrictive production ("not more than 'Four Cars a Day'"). The advertisement positions Locomobiles as exclusive, aristocratic vehicles for wealthy buyers. The ornate Victorian design and formal typography reinforce this premium brand identity, appealing to Life magazine's affluent readership during the early automobile era.