Life, 1923-09-06 · page 31 of 40
Life — September 6, 1923 — page 31: what you’re looking at
What you’re looking at
This is a **Lincoln automobile advertisement**, not a political cartoon. The page promotes the Lincoln Seven Passenger Sedan, a luxury car manufactured by Ford Motor Company. The advertisement uses architectural imagery—a classical building with columns—to suggest permanence and enduring quality. The copy argues that a car's true worth isn't measured by initial excitement but by years of reliable performance. The ad appeals to affluent buyers by positioning Lincoln as a vehicle whose value compounds over time through consistent engineering excellence. The tagline emphasizes the company's commitment to repeatedly proving the car's worth "year after year." This represents typical early-20th-century luxury automotive marketing: associating the product with timeless, classical values rather than transient novelty. No satire or political commentary is present.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
THE MEASURE OF LINCOLN WORTH That spontaneous enthusiasm with which even seasoned motorists tell of their first ride in a Lincoln is not the true measure of the worth of this splendid car. Rather that measure must be read years hence. Only as you learn through how many seasons and with what tireless persistence this car continues to perform in the brilliant manner that inspired your first delight is its true value revealed. It is understood throughout this entire organization that the Lincoln must be built not only instantly to prove its worth but conclusively to confirm that proof anew year after year. We have definitely pledged our every resource to increasing its ability to justify the enthusiasm your first experience with it aroused. LINCOLN MOTOR COMPANY DIVISION OF FORD MOTOR COMPANY, DETROIT, MICH. The Seven Passenger Sedan I N C comicbooks.com