Life, 1916-06-01 · page 42 of 44
Life — June 1, 1916 — page 42: what you’re looking at
What you’re looking at
This is a **full-page automobile advertisement**, not political satire. It promotes the Oldsmobile Light Eight, a 1920s car model priced at $1,195. The illustration shows a fashionable roadster with elegantly dressed passengers and pedestrians, reflecting the aspirational lifestyle marketing of the era. The decorative art-deco border and refined aesthetic typical of *Life* magazine advertisements emphasize luxury and prestige. The ad's argument is noteworthy: it acknowledges the Oldsmobile brand's two-decade reputation but *urges readers to ignore* brand prestige and instead focus on the car's technical merits—eight-cylinder engine, fuel efficiency (12-14 miles per gallon), wheelbase, upholstery, and craftsmanship. This suggests Oldsmobile was competing against newer rivals by emphasizing engineering excellence rather than heritage alone. The copy reveals competitive pressure in the growing automobile market of the 1920s.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
NE cannot help being seriously impressed by the dignity and prestige that surround the name Oldsmobile. For nearly two decades it has served as the title of a distinguished motor car. But we urge you earnestly to let the name carry as little weight as possible in your consideration of Oldsmobile Light Eight. Focus your attention rather upon the intrinsic merit . of the car itself. The eight-cylinder motor—clean and simple in design—gives forth a strong, smooth- flowing stream of power. It frees twelve to fourteen miles of swift flight from each gallon of gasoline. Note the roomy luxury of the big body—the wheelbase is 120 inches. Note the restful comfort of the deep upholstery. Observe, too, the skilled workmanship and studied refinement evident in even the minor particulars of fin- ish and appointment. It is this unusual excellence in construction and perform- ance that has lifted Oldsmobile sales to the present point—the highest in their history. The Oldsmobile Light Eight, 5-passenger—$1195 f. 0. b. Lansing. Road- ster $1195. Write for our new booklet ‘‘ The Light Eight De Luxe.” OLDS MOTOR WORKS Established 1880 LANSING MICHIGAN Incorporated 1899 PETER J. CAREY, PRINTER comicbooks.com