Life, 1916-09-21 · page 8 of 44
Life — September 21, 1916 — page 8: what you’re looking at
What you’re looking at
This is a **Locomobile automobile advertisement**, not political satire. The page promotes the company's 1917 closed-car models, emphasizing luxury features: lower coach work for easier entry, refined interiors designed by "Miss Elsie de Wolfe" (a famous decorator of the era), and exclusive fabrics. The ornate decorative border and formal language ("luxurious vehicles," "simplicity and taste") reflect the high-end marketing typical of early automobile advertising, positioning Locomobiles as luxury goods for wealthy buyers. The $5,600-$6,800 price range was substantial for 1917—equivalent to roughly $150,000+ today. The elaborate visual presentation itself conveys exclusivity: limited production, artistic design, and premium pricing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LOCOMOBILE CLOSED CARS the 1917 advance styles are now on exhibition. The new Coach Work is carried nearer to the ground, resulting in a lower step, greater convenience, and Smarter appearance. @ Interiors are by-Miss Elsie de Wolfe, the leading.authority on decoration, who has selected a wide variety of beautiful fabrics of exclusive pattern and special weave. The effects are accomplished in the Simplicity and taste for which this artist is fameus. he production of these luxurious vehicles is restricted in order to devote much time to each car. Prices $5600. to $6800.