Life, 1923-05-03 · page 29 of 40
Life — May 3, 1923 — page 29: what you’re looking at
What you’re looking at
This is a full-page Lincoln Motor Company ad from Life magazine, featuring testimonial advertising. The "significant evidence" isn't satire—it's a genuine customer quote praising Lincoln's reliability and the availability of Ford dealers nationwide for service. The image shows a "Seven Passenger Touring Car" parked before a quaint cottage, establishing aspirational lifestyle messaging. The advertisement emphasizes Lincoln's competitive advantage: their parent company Ford's widespread dealer network ensures owners can find service anywhere, even on cross-country trips. This reflects early automotive-era concerns about reliability and service accessibility. The ad argues that Lincoln owners have superior support compared to competitors, making long-distance travel practical. The period detail—stopping overnight at garages, the touring car style—captures 1920s automobile culture.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
SIGNIFICANT EVIDENCE “My Lincoin has performed 100% since leaving your plant. “On my trip to Colorado I traveled over 2500 miles, always stopping over night at Ford Garages, usually finding them to be the best in the towns or cities and universally anxious to render service to Lincoln owners. “If big car owners could only realize the ad- vantage of owning a Lincoln car in a drive across country, Lincoln sales would surely surpass those of all other big cars. Reliable Ford Dealers are so well established in all towns and cities that Lincoln car owners can rest assured that no matter where they may need service, a responsible Dealer is near at hand to render that service and at a reasonable cost.” Every day the mails bring us added evidence like the above that owners of Lincoln cars are experiencing a new degree of motor car satisfaction. LINCOLN MOTOR COMPANY DIVISION OF FORD MOTOR COMPANY, DETROIT, MICH, comicbooks.com