Life, 1918-07-18 · page 3 of 36
Life — July 18, 1918 — page 3: what you’re looking at
What you’re looking at
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.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LOCOMOBILE * A LOCOMOBILE IS BUILT WITH CLOSE, ACCURATE ATTENTION TO EVERY DE- TAIL. THIS IS POSSIBLE BECAUSE THE PRODUCTION IS LIMITED, AND EXCEL- LENCE OF WORK INSTEAD OF VOLUME OF WORK HAS BEEN THE COMPANY POLICY FOR NEARLY A GENERATION. THE LOCOMOBILE COMPANY OF AMERICA MAKERS OF FINE MOTOR CARS comicbooks.com .