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.