Life, 1923-01-04 · page 33 of 44
Life — January 4, 1923 — page 33: what you’re looking at
What you’re looking at
This is a **Ford Motor Company advertisement**, not satire. The page promotes the Lincoln automobile through a classical aesthetic: a grand Corinthian column suggests timeless elegance and permanence, while the car itself is depicted as a refined achievement worthy of architectural grandeur. The text presents Lincoln as Ford's premium vehicle—"the finest motor car in the world"—emphasizing unlimited resources and commitment to quality. The juxtaposition of neoclassical architecture with modern automotive technology suggests Lincoln occupies a prestigious position in American manufacturing. This appears from the **Life magazine era** when automobile advertising used highbrow imagery to appeal to wealthy consumers. The "Lincoln Purpose" framing positions the car as a serious industrial accomplishment, not merely transportation. The "National Shows" reference indicates exhibition venues for elite consumers. No satire is evident—this is corporate marketing dressed in aspirational cultural language.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
It has been the candid purpose of this organiz- ation to make the Lincoln the best motor car it is possible to build. Energies and resources have been applied, un- sparingly, to the creation of a mechanical master- piece, such as could only be possible’ to the wealth of creative influences employed in the perfecting of this magnificent car. We have not spared, nor will we at any time limit or stint, in any way, or in any thing, which will further that purpose. This is a settled conclusion which merits re- spect because there is behind it the very certain and definite conviction throughout this Ford organization, that all the strength of our man- power, all the talent, experience and material things we command, are to contribute whatever may be needful to make the Lincoln, in actuality, the finest motor car in the world. ON EXHIBITION AT THE NATIONAL SHOWS comicbooks.com