Life — January 25, 1917 — page 6: what you’re looking at

What you’re looking at

# Analysis This is **not a cartoon or satire**—it's a **luxury automobile advertisement** for the Locomobile Company of America, published in Life magazine (page 126). The ad uses ornate Art Nouveau framing and classical imagery (cherubs, deer, decorative urns) to position the Locomobile as a high-end product. The text emphasizes exclusivity and craftsmanship: for every Locomobile built, thousands of ordinary cars are manufactured elsewhere. The pricing ($4,700–$9,700 for custom coach work) signals this was a vehicle for the wealthy elite. The decorative style and messaging reflect early 20th-century marketing strategies that equated luxury automobiles with fine art and classical refinement, appealing to aspirational wealthy readers of Life magazine.