Life — July 18, 1918 — page 3: what you’re looking at

What you’re looking at

# This is Not a Cartoon—It's a Locmobile Advertisement This page is a full-page advertisement for the Locmobile Company of America, not political satire or a cartoon. The ornate Art Nouveau border and formal "Pre Numero Excellentia" header mimic Life magazine's design style, but the content is purely commercial. The ad argues that Locmobile builds cars with meticulous attention to detail because they prioritize "excellence of work instead of volume of work." This reflects early 20th-century luxury automobile marketing, positioning limited production as a mark of quality and craftsmanship—a contrast to mass-market competitors like Ford. The vintage touring car illustration demonstrates the product being advertised.