Life, 1920-11-04 · page 8 of 60
Life — November 4, 1920 — page 8: what you’re looking at
What you’re looking at
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.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
HE rugged splendor of the mountains in fall color furnishes the inspiration for much that is best in man’s constructive effort. Ruggedness without beauty is repulsive—but that is never nature's way. And just as the rugged immensities of nature can become objects of surpassing beauty so can the rugged utilities of human life. MERCER engineers built first for strength — for all the practical quali es that are essential to safe, comfortable and economical transportation. ERCER MOTORS CON : ; M m Ac rons COMPANY Then they saw to it that their sound and sturdy product should also New York City delight the eye. Operated by : ; MERCER truly follows nature’s model. The Hare’s Motors policy HARE’S MOTORS, INC. demands a standard, in its products and its men, in harmony with the Wer shall + keep + faith great eternal truths that nature typifies. comicbooke.clea