Life — December 28, 1916 — page 40: what you’re looking at

What you’re looking at

This is a **full-page advertisement** for the Rauch & Lang Electric automobile, not a political cartoon or satire. The page uses social snobbery as its marketing strategy. The left side depicts an elderly wealthy woman in elaborate period dress and fur, seated in ornate furniture—representing old money and established prestige. The right shows a sleek electric car. The ad's argument: owning a Rauch & Lang Electric is "The Social Necessity"—a status symbol that signals membership in high society. The copy claims millions own cars, but only the truly elite enjoy *this* luxury vehicle. The implication is that the car's owner list in any community "unquestionably proves" one's social standing. This reflects early 1900s attitudes where electric cars (quieter, cleaner, requiring no hand-cranking) were marketed as refined alternatives to noisy gasoline vehicles—appealing specifically to wealthy women and the upper class.