Life, 1917-09-13 · page 4 of 44
Life — September 13, 1917 — page 4: what you’re looking at
What you’re looking at
This is a **luxury automobile advertisement**, not political satire. The image shows an ornate doorway or window frame opening onto a scenic landscape with trees and sky—a romantic, aspirational vista. The ad copy emphasizes that Pierce-Arrow motor cars offer "rare and unusual service" and "distinction" alongside efficiency. The ornate framing and theatrical composition suggest elegance and refinement. This targets wealthy buyers for whom automobiles represented status symbols and carefully curated personal image. The ad appeals to aesthetic sensibility rather than practical transportation needs—the car as part of one's social presentation. This reflects early 20th-century advertising strategy: positioning luxury goods as markers of taste and sophistication rather than mere functionality.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
HE Pierce-Arrow offers that rare and unusual service of looking the part while performing it. To those to whom a motor car is a part of acarefully thought out and appropriate appanage, the distinction of the Pierce-Arrow is valued as highly as its efficiency. THE PIERCE-ARROW MOTOR CAR COMPANY, Burrato. N, Y, comicbooksseqny