Life, 1917-08-09 · page 42 of 42
Life — August 9, 1917 — page 42: what you’re looking at
What you’re looking at
This is a full-page advertisement for Pierce-Arrow automobiles, not political satire. Published in *Life* magazine on August 9, 1917, it promotes the Pierce-Arrow motor car through an atmospheric illustration showing an elegant vehicle framed by classical stone archways, with well-dressed figures admiring it. The ad's text argues that experienced consumers judge cars by quality rather than cost, claiming Pierce-Arrow's reputation has grown among long-time users. The romantic imagery—the grand architectural setting, the refined figures—aims to associate the vehicle with sophistication and enduring value. There is no cartoon or satirical content here; this is straightforward luxury automobile marketing positioned in a magazine known for humor, suggesting the advertiser sought *Life's* upscale readership during the World War I era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
T is one of the finer results that come with the accumulated wisdom of experience that one learns to judge in terms of quality rather than in terms of cost. The estimation in which the Pierce-Arrow is held is greater today than ever before, and greatest among those who have known and used it longest. August 9, 1917 THE PIERCE-ARROW MOTOR CAR CO. Bi, ¥, comicbooks Beriy