Life, 1923-07-05 · page 31 of 40
Life — July 5, 1923 — page 31: what you’re looking at
What you’re looking at
This is a **luxury automobile advertisement**, not a political cartoon. The page promotes Lincoln automobiles (a Ford Motor Company division) to wealthy readers of *Life* magazine. The ad emphasizes Lincoln's reliability and service quality through testimonial language—claiming owners' logbooks document the car's "outstanding facts of worth." The text highlights the vehicle's "abundant reserve energy" and "competent service men" available nationwide. The illustration shows "The Berline," a Lincoln model, parked beside a scenic natural vista with tall trees, suggesting leisure travel and American landscape exploration. The message targets affluent buyers: Lincoln ownership represents not just transportation but a curated experience where owners receive what they're "entitled to have"—quality and service befitting their status—rather than being merely "persuaded to accept" inferior alternatives. This represents Depression-era aspirational marketing to the wealthy.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
THE INTIMATE RECORD Written into the log book of every owner who has subjected his Lincoln to the rigors of cross country touring are the outstanding facts of Lincoln worth. These intimate, day by day records tell of mile after mile taken without effort by car or driver—of abundant reserve energy ready at a touch for the unusual emergency—of notably competent service men ready where- ever their aid may be sought. It is by sparing nothing that can contribute to keeping the Lincoln capable of such sus- tained performance that the Ford organization has made Lincoln ownership an experience heartily to be desired. Both in building the car and in providing service attention for it, it is understood that what the owner is entitled to have, not what he might be persuaded to accept, is to be the guide. LINCOLN MOTOR COMPANY DIVISION OF FORD MOTOR COMPANY, DETROIT, MICHIGAN comicbooks.com