Life — February 28, 1918 — page 3: what you’re looking at

What you’re looking at

This page is **not a cartoon or satire**—it's a **period advertisement** for the Locomobile Company of America, makers of fine motor cars. The ad uses the decorative border and prestigious LIFE magazine placement typical of early 20th-century luxury automotive advertising. The text emphasizes exclusivity through a quality-over-quantity strategy: the company deliberately limits production to maintain "the highest possible excellence." The accompanying vehicle illustration shows a high-end touring car of the era. This "scarcity marketing" approach was common for luxury brands positioning themselves as superior to mass-produced competitors (implicitly, Ford's Model T). There is no political or social satire present—this is straightforward, elegant advertising targeting wealthy consumers.