Life, 1917-08-30 · page 6 of 40
Life — August 30, 1917 — page 6: what you’re looking at
What you’re looking at
This is not a satirical cartoon, but rather a **luxury automobile advertisement** for the Locomobile Company of America. The page promotes their "Series Two" closed car, specifically limousines and landaulets. The advertisement uses ornate decorative borders typical of early 20th-century print design. The text employs pretentious language, comparing the vehicles to "Orders of Architecture" and "a grand piano or period furniture"—positioning Locomobiles as status symbols for wealthy consumers who "prefer a conservative model, fully developed and perfected." This represents early automotive marketing targeting the affluent, emphasizing craftsmanship, exclusivity, and timeless style rather than innovation or performance. It's a straightforward commercial appeal, not satire.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Ze) SN a3 NU Non J Or = , Uy (| 6 ZESSY WY \N\ A “Series Two” Closed (ar LIMOUSINES & LANDAULETS Conventional Coach Work Designs of Continental origin which are as perennial in style and good taste as the Orders of Architecture, as enduring in artistic usefulness as a grand piano or period fur~iture. Built in limited quantities for those who prefer a conse. .4.i:ve model, fully developed and perfected. THE LOCOMOBILE COMPANY OF AMERICA Makers of Fine Motor Cars