Life — March 29, 1917 — page 2: what you’re looking at

What you’re looking at

# Analysis This page is **primarily an advertisement**, not political satire. It promotes the Apperson Roadaplane automobile, manufactured by Apperson Brothers Automobile Company in Kokomo, Indiana. The ad's headline—"Smartness Without Extravagance"—targets middle-class buyers seeking stylish vehicles without excessive cost. The illustration shows a well-dressed couple in an open-air car, representing aspirational automobile ownership. The accompanying text emphasizes practical virtues: fuel efficiency, balanced weight distribution, smooth engine performance, and moderate pricing ($1,690-$2,000). The ad encourages readers to visit dealers and test-drive the vehicle. This reflects early 1900s automobile marketing, when cars transitioned from luxury novelties to mass-market consumer goods, emphasizing reliability and value alongside style.