Life — January 31, 1918 — page 6: what you’re looking at

What you’re looking at

This page is **not a cartoon or satire** — it's a **automobile advertisement** for the Locomotile Company of America, one of the early American motor car manufacturers. The ad uses prestige marketing typical of the era, claiming the Locomotile is "built in strictly limited quantities" because "the making of any pre-eminently fine article is impossible on a large scale." This appeals to wealthy buyers by suggesting exclusivity and superior craftsmanship. The ornate decorative border and formal typography convey luxury. The illustration shows a touring car (open-air passenger vehicle) typical of the 1910s-1920s era. This represents standard early automotive advertising positioning high-end cars as luxury goods for the affluent, contrasting with mass-produced competitors like Ford's Model T.