Life, 1925-01-08 · page 27 of 37
Life — January 8, 1925 — page 27: what you’re looking at
What you’re looking at
This is primarily an advertisement for Pierce-Arrow automobiles, not satire. The page uses a historical analogy rather than political cartoon. The ad compares the Pierce-Arrow Series 80 car to George Washington's flour mill operation. Just as early American housewives trusted flour bearing Washington's name without inspection—knowing his reputation guaranteed quality—the ad argues modern men should trust Pierce-Arrow vehicles based on the company's established reputation. The implication: Pierce-Arrow's brand name carries such weight that customers have ordered the new Series 80 without even seeing it, relying solely on the manufacturer's standing. This is aspirational branding, not humor or satire. It leverages Washington's iconic status as a symbol of trustworthiness and honest dealing to associate those qualities with the automobile company. The "joke" (if present) is gentle—the comparison between 18th-century flour and 1920s automobiles—but the primary purpose is straightforward corporate persuasion through association with American values.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Georg a e Washi and the SetiesSo UR George Washington’s estate was a mill in which the wheat from his farm land was ground into flour of fine quality. The flour was placed in sacks upon which the name “George Washington” was stamped. And wherever this flour was offered for sale, housewives accepted it without guestion—without inspection. They knew that George Washington’s good name would never be placed on anything but the finest flour—that each sack would contain full measure and honest weight. Last August a new car was announced by The Pierce-Arrow Motor Car Com- pany——a more moderate-sized and more moderate-priced companion to the large Pierce-Arrow. And just as the good housewives of long ago accepted George Washington’s flour without doubt or question, so men have ac- cepted this newest Pierce-Arrow product— the Series 80. They snow that The Pierce-Arrow Motor Car Company would not allow its good name to be placed upon any car that did not fully meet the long-established standards of the company. That is why several hundred men placed orders for the Series 80 before the first cars were made—without even seeing the car or knowing its price. ‘That is why many others ordered the Series 80 immediately following the first public announcement—after seeing only a picture of the car and reading its description and price. That is why—though only six months old—the Series 80 is today serving several thousand owners. Atthe nationalAutomobileShows you may seethislatest Pierce-Arrow car—the Series 80. Both closed and open models—the finest product of Pierce-Arrow coach workers— are being shown in newand distinctive color combinations. Butto fullyappreciate what Pierce-Arrow building offers you in this more nroderate- sized car—what it means in comfort and in road performance—only a trip through city streetsandovercountry highwayswill suffice. This trip may easily be arranged, either at the Automobile Show or through our representative in your city. He will gladly place a car at your disposal for the purpose. THE PIERCE-ARROW MOTOR CAR COMPANY, Buffalo, N. Y. PIERCE-ARROW Seties§ Quge2 atBefide Financing arrangements are offered by the Pierce-Arrow Finance Corporation, a banking institution ngton comicbooks.com