Life, 1918-02-28 · page 33 of 40
Life — February 28, 1918 — page 33: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**, but rather a **wartime advertisement** for Packard automobiles. The page appears from Life magazine during World War I or II (likely WWI, given the "19 years" reference suggesting early 1910s founding). **The Message:** Packard justifies reduced civilian car production by claiming their factory now prioritizes government war material and motors—a patriotic sacrifice. However, the ad reassures buyers that the limited Twin Six cars they *do* produce maintain Packard's legendary quality standards and represent continued automotive leadership. **The Rhetorical Strategy:** Rather than apologize for scarcity, Packard reframes it as evidence of patriotic duty while maintaining brand prestige. The phrase "Cars of Character" emphasizes that even wartime production reflects Packard's values and superiority. This is corporate wartime messaging designed to keep the Packard brand visible and positive during rationing, not satire mocking the company.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
CARS of CHARACTER In War Time q In war time our output of motor cars is reduced, because the Government relies upon the Packard factory for motors and other important war material. @ But the need for dependable transportation was never so great. @ Whatever the number of Twin Six cars we can produce, they reflect unswerving devotion to an ideal —to build the best we know and always better than before. @ Their quality is guarded and upheld by the same organization which for 19 years has never lost sight of those essential elements which are the foundation stones of Packard character. q This season enclosed carriages are all strikingly new | designs. The lines, finish and appointments set a higher standard for motor vehicles. The verdict of competent critics is that these latest Twin Six carriages mark an im- portant step in that advancement and leadership which have been and will continue to be consistently Packard. PACKARD MOTOR CAR COMPANY, DETROIT | CLL, CPEPLLLLA Cee. 2: 7 comicbooks.com