Life, 1917-12-27 · page 33 of 41
Life — December 27, 1917 — page 33: what you’re looking at
What you’re looking at
This is a **Winton automobile advertisement**, not satire or political commentary. The image shows a closed-car (sedan) automobile with two well-dressed figures examining it outdoors. The "satire" or humor, if any, is subtle advertising rhetoric: the ad uses genteel language to market a luxury automobile as essential to civilized living. It claims a closed car provides comfort "as comfortable and secure as in a lounging room" and promotes "cheerfulness" and "well-rounded living"—inflating a consumer product into a lifestyle necessity. The figures appear to be prosperous customers; one wears a hat and fur stole, suggesting affluence. The ad emphasizes customization ("color harmony," "finishing fabrics") to appeal to individual taste. The pricing ($2950–$4750 for closed cars) and multiple branch locations indicate this targets an upper-middle-class audience. The framing as protection against winter and enabler of social engagements reflects early automotive marketing that linked cars to modernity and status. This reflects 1920s consumer culture more than satire.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
WINTON sIx The Car of Good Cheer The long sharp edge of winter, so soon to come, will not stop the activities of closed car owners. PACERS Rs As comfortable and secure as in a lounging room, they will travel to their engagements in serene good temper. Protecting health, saving time, and promoting cheer- fulness, no matter what the weather, the closed car is essential to well-rounded living thruout the year. Coupled with these advantages, the Winton Six buyer may express his individual taste in the color har- Closed Cars mony, finishing fabrics, appointments, and body design $3205 to $4750 of his closed car, so that it becomes a delightful per- Open Cars sonal possession, a car characteristically his own. $2950 to 83500 Prices subject to in- Early delivery requires an early order. Better tele- crease without notice. phone our nearest branch house or dealer right now. The Winton Company 92 Berea Road, Cleveland, Ohio, U. S. A. Branches in New York, Boston, Newark, Baltimore, Philadelphia, Pittsburg, Cleveland, Cincinnati, Detroit, Chicago, Milwaukee, Minneapolis, Kansas City, Los Angeles, San Francisco, Seattle. comicbooks.com