Life, 1917-09-27 · page 33 of 40
Life — September 27, 1917 — page 33: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a full-page **automobile advertisement** from Life magazine (page 517). The Locomobile Company of America is marketing their "Series Two" closed car by drawing an analogy to classical Greek architecture. The ad argues that just as Greek design principles remain eternally tasteful, the Locomobile's "classic and conventional design" will similarly never go out of style and retain value over time. The vehicle shown is a boxy, enclosed sedan typical of early 20th-century automobiles. The advertisement emphasizes the car's durability, safety, and economy of operation, built on what they claim is an "indestructible" chassis. This represents typical early automotive advertising strategy: associating a consumer product with timeless aesthetic principles to justify its cost and appeal to aspirational buyers concerned with maintaining social status through tasteful purchases.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
TN GES GIGS ATO CO OZ \ a = W/< GNX oY ‘ A SK ANY Se MT ZIM YY a = E> \ ¢ 3 We LOCOMOBILE SERIES Two MAUL Zi SUNN EADIE OLN LL LLL A “Series Two” Closed Car Greek Architecture, perfect in taste, proportion and detail, will never go out of style. Similarly, Locomobile Closed Coach Work with its classic and conventional design, 1s an admired and valued pos- session, year after year. Built on the indestructible Locomobile Chassis, with its record of durability, HE LOCOMOBILE COMPANY OF AMERICA Makers of Fine Motor Cars — Por comicbooks.com