Life, 1923-06-07 · page 5 of 44
Life — June 7, 1923 — page 5: what you’re looking at
What you’re looking at
This is **not a political cartoon or satire**—it's a **straightforward automobile advertisement** for the Lincoln Motor Company (a Ford division). The page features the Lincoln "Four Passenger Phaeton" car positioned beneath an illustration of the Lincoln Memorial monument in Washington, D.C. The ad copy emphasizes Lincoln's reputation for quality engineering, manufacturing precision, and consistent performance over many years. The company pledges that nothing in their manufacturing or sales practices will damage Lincoln's "high standing in public esteem." This is a prestige advertisement leveraging both the national monument's name and associations with quality and permanence to market a luxury vehicle to affluent American readers of *Life* magazine.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
TO MAINTAIN LINCOLN REPUTE More generous commendation has seldom been extended to a motor car than that evidenced in the readiness with which the Lincoln was accorded its place among the aristocracy of the automotive world. Although one of the youngest of fine cars, it already has its traditions. The sound engineering embodied in its design—the faithful accuracy of its manufac- ture—the resultant faultless performance through many years of life—these have, from the very first, been unanimously granted it. It is the fixed determination of the vast organization now sponsoring the Lincoln that nothing in‘manu- practice or in sales and service policy shall facturing be to detract for one moment from this high standing in public esteem. LINCOLN MOTOR COMPANY DIVISION OF FORD MOTOR COMPANY, DETROIT, MICHIGAN The Four Passenger Phaeton N C O LN comicbooks.com