Life, 1918-01-10 · page 6 of 40
Life — January 10, 1918 — page 6: what you’re looking at
What you’re looking at
This is **not a cartoon or satirical content**—it's a straightforward advertisement for the White Motor Car Company's New York showroom, located at Park Avenue and 57th Street. The image shows the building's nighttime photograph, described as Italian Renaissance architecture in marble and stone. The text presents it as a permanent, high-quality establishment serving White automobile customers and New York visitors. The phrase "Expressive of a Permanent Ideal" emphasizes the company's stability and prestige through its architectural choice. This appears in *Life* magazine because the publication carried paid advertisements alongside its satirical content. There is no satire or political commentary here—simply a luxury car company establishing its credibility through impressive real estate.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Expressive of a Permanent Ideal HE New York home of the White Motor Car recently erected in the heart of the City’s finer motor travel, at Park Avenue and 57th Street, is an expression in marble and stone of undeviating high quality and permanence. The structure isa pure example of Italian Renaissance with an interior spaciously designed for the appropriate service of White patrons. Visitors in New York as well as our customers and their friends are cordially invited to call. THE WHITE COMPANY Cleveland, Ohio