Life — November 4, 1920 — page 8: what you’re looking at

What you’re looking at

# Analysis This is a **Mercer Motors advertisement** disguised as editorial content—a common practice in early 20th-century magazines. The image shows a dramatic mountain landscape with a tunnel, evoking nature's "rugged splendor." The ad's central claim is that Mercer automobiles embody this aesthetic philosophy: combining practical strength with beauty. The text explicitly states that Mercer engineers prioritized "strength" and "practical qualities" first, then ensured the product would "delight the eye." This mirrors nature's model—ruggedness paired with beauty. The company's motto, "We shall keep faith" (from Hare's Motors, the operator), frames automobile manufacturing as a moral enterprise aligned with "eternal truths that nature typifies." For modern readers: this represents **aspirational marketing**—selling cars not merely as functional transport but as objects embodying noble principles through nature-inspired design.