Life, 1920-02-26 · page 35 of 40
Life — February 26, 1920 — page 35: what you’re looking at
What you’re looking at
This is not a cartoon but a **full-page advertisement** for the Locomobile automobile company, marking the car's twenty-first year in business (1899–1920). The ad emphasizes the brand's prestige and quality by referencing **General Pershing's use of the car in France** during World War I—a recent, prestigious military association that would resonate with American readers in 1920. The company pledges to maintain "elevated standards" and promises "no radical changes" to its successful model. For modern readers: this represents how luxury brands leveraged military and patriotic associations to market premium products in the post-WWI era. The ornate border and formal typography reflect early 20th-century advertising aesthetics. The Locomobile was indeed a high-end marque; this ad targets affluent readers of *Life* magazine.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
1899—1920 As the Locomobile enters its twenty-first season of activity it seems appropriate and desirable to make an expression of appreciation to the many admirers and supporters of our unusual policies. The Locomobile as is well known, is conceded the foremost position among motor cars. Abroad as well as at home, the reputation of the car is of the highest; and if a specific illustration were needed, the selection of the Locomobile as the car for General Pershing to use officially in France, is sufficient to express the esteem in which the car is held. Every one knows also that the great prestige of the Locomobile was built up by years of constant adherence to the most elevated standards of design and workmanship. And every one further understands that extraordinary extremes of care and painstaking have been gone to in the Locomobile Works, so as to make each car superior in detail. Such traditions and such ideals greatly encourage and stimulate the always difficult task of maintaining and increasing high quality; and they point the way clearly to a con- tinuance of the policies that made such a success possible. Ina word the Locomobilewill continue tobea carofthe greateststrength, luxury,and refinement,and the name“Locomobile” will always be an expression of the utmost quality. The present model will be continued. There will be no radical changes. The Loco- mobile policy is thus re-affirmed; and the car will go on to greater and greater triumphs in its own particular field. comicbooks.com