Life, 1923-04-05 · page 31 of 40
Life — April 5, 1923 — page 31: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not a political cartoon or satire. It promotes the Lincoln automobile (a luxury brand owned by Ford Motor Company) to readers of *Life* magazine. The ad emphasizes Lincoln's service network—a key selling point for early automobiles when reliable mechanics were scarce. The text promises that owners can find trained Lincoln mechanics "wherever you go," with proper equipment and parts available. The illustration shows a Five-Passenger Sedan parked beside a classical colonial building, evoking wealth, stability, and American prestige. This appeals to *Life's* affluent readership. There is **no satire or political commentary** here—this is straightforward luxury car marketing from the 1920s era, emphasizing both the product's quality and the manufacturer's commitment to customer support and maintenance, which were genuine competitive advantages at the time.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
"AT THE SERVICE OF YOUR LINCOLN The expenditure of effort and resources to make the Lincoln he finest motor car in the world is no more pronounced chan the organization of means to render its maintenance ynvenient and economical. Lincoln service, therefore, is being rendered by factory- -hooled men who are known to be competent to handle ny detail of the car's care. Wherever you go you will be only a short distance from a xpable Lincoln mechanic with adequate equipment and ipply of parts. it is not only our purpose to make the Lincoln the finest car » be had atany price but also to provide it with the most omplete and universal service. This is not a deferred sromise, but a reality. LINCOLN MOTOR COMPANY DIVISION OF FORD MOTOR COMPANY, DETROIT.MICHIGAN comicbooks.com