Life — May 8, 1919 — page 35: what you’re looking at

What you’re looking at

This page is primarily **automobile advertising** for the Apperson Brothers automobile, positioned as a luxury car for discerning buyers. The ad emphasizes the car's refined taste, economy despite its quality, and technical superiority (notably its "8 Motor" with "80 less parts"). The large illustration shows an elegant car from multiple angles. The decorative text reading "A Pip! For 1920" and "With Eight Eighty Less Parts" frames the vehicle as a desirable 1920 model. The satirical or humorous element appears minimal—the phrase "A Pip!" (slang for something excellent) and the tongue-in-cheek emphasis on having "80 less parts" (suggesting fewer components means better engineering) constitute the main wit. This reflects early 1920s automotive marketing, where mechanical simplicity was marketed as a virtue and luxury cars appealed to aspirational middle and upper-class consumers seeking status through refined taste rather than mere expense.