Life, 1918-07-11 · page 29 of 34
Life — July 11, 1918 — page 29: what you’re looking at
What you’re looking at
This page is **not a cartoon or satire**—it's a straightforward automobile advertisement from *Life* magazine, page 65. The ad promotes the Pierce-Arrow Coupe, a luxury car manufactured in Buffalo, New York. It features a technical illustration of the vehicle and specifications (6-cylinder, 48 horsepower, 142-inch wheelbase, available in 2- or 3-passenger configurations with an enclosed permanent top). The ad's marketing pitch frames car-buying as a serious financial investment, arguing that "wisdom depends...upon the soundness of the investment" rather than simply the price paid. This appeals to upper-class buyers concerned with value and prestige. There is no political content, satire, or caricature present. This represents typical early-20th-century automotive advertising targeting affluent consumers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
This Pierce-Arrow Coupe is 6-cylinder, 48 horse-power and 142 inches wheel-base. It is made in either two- or three- passenger models. ‘The top is permanent and enclosed. Pierce-Arrow Look at this matter of buying a car as you would at any other investment. Its wisdom depends, not upon the amount of money spent, but upon the soundness of the investment. THE PIERCE-ARROW MOTOR CAR CO. BUFFALO, N. Y. comicbooks.com