Life, 1917-04-05 · page 53 of 70
Life — April 5, 1917 — page 53: what you’re looking at
What you’re looking at
This is a **full-page automobile advertisement**, not political satire. It's a 1920s marketing pitch for the Chandler Motor Car Company's "Six" model, priced at $1,395. The circular photograph shows a luxury automobile with passengers, positioned beneath the headline "The Chandler Checks With High-Priced Cars"—the central claim being that this **moderately-priced mid-range vehicle performs as well as expensive luxury cars**. The text repeatedly emphasizes that Chandler is a "fact-car, not a claim-car," arguing that the vehicle's mechanical superiority (particularly its "Marvelous Motor") justifies its popularity. The ad promises that 25,000 buyers will choose Chandler over competing sixes. **For modern readers**: This reflects early automotive marketing strategy—positioning a mid-market product as comparable to luxury competitors to justify premium pricing within its category. There is no satire present; this is straightforward commercial advertising from the 1920s automobile boom.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
‘LIFE: 597 PANDCLER SIX $(395 THE CHANDLER CHECKS With High-Priced Cars Ce checks in the most essential features A of design and construction and equipment with the high-priced cars. Chandler performs with the high- priced cars : ufacturer of one Six can make just as big clans as any other. The Chandler Company likes to deal in facts. For years the Chandler Company has made the Chandler a fact-car, not a claim-car. Claims sell a lot of but facts sell more cars, just as fast as the buyers lean the facts. he Chandler is hor Tere is no other Sis ly built and moderately priced. selling at anything like the FIVE PLEASING TYPES OF Chandler price, which will give you so much dependable service. Thousands of motor car buyers recognize the me- chanical superiority of the Chandler Six, mechanical superiority achieved through the Marvelous Motor—the Chandler Motor, powerful, flexible, simple and economical—and through the excellence of design and construction of the entire Chandler chassis. So many recognize its superiority that the Chandler has earned a front rank position in the industry. So many recognize it that twenty-five thousand buyers this year will choose the Chandler as the Six to be preferred above all Sixes. BODY Seven-Passenger Touring Car, $1395 Four-Passenger Roadster, $1395 Four-Passenger Convertible Coupe, $1995 Seven-Passenger Convertible Sedan, $2095 Limousine, $2695 All prices FP. O. B. Cleveland Write us today for catalog and booklet “See How the Chandler Checks With High-Priced Cars.” This booklet tells how other medium-priced sixes do not check with high-priced cars. Write today, and see your dealer. Address Dept. D. CHANDLER MOTOR CAR COMPANY New York Office: 1790 Broadway CLEVELAND, OHIO Cable Address: “Chanmotor” comichoo!