Life, 1925-09-03 · page 35 of 36
Life — September 3, 1925 — page 35: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not editorial satire. It promotes Duco, a du Pont automotive lacquer finish that was genuinely revolutionary in the 1920s-30s. The illustration shows two fashionably-dressed people in an open car, emphasizing the product's appeal to affluent motorists. The ad's central claim is that Duco provides a durable, scratch-resistant finish that maintains its "newness" far longer than competing products—a major selling point when car finishes typically dulled and required frequent maintenance. The copy emphasizes Duco's resistance to sun, salt, rain, and dirt, positioning it as a practical luxury. The multiple manufacturer logos at bottom indicate Duco's widespread adoption by major automakers, lending credibility. The advertisement also promotes Duco refinishing services for older vehicles, expanding the market. This represents early 20th-century consumer advertising emphasizing technological superiority and lasting quality as lifestyle aspirations.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
UNLIKE ANYTHING ELSE -- IT IS DUCO, THE BEAUTIFUL, ENDURING FINISH Lasting newness now replaces the easily marred, Jleeting finish of a day No longer need carefree use of the motor-car take tribute of its original beauty. Duco is enduring . . . a finish that recognizes no marring master. Spots and scars that used to threaten the car’s smartness, hold no menace for Duco’s lustrous sheen. ‘The time has passed when an auto- mobile’s first crisp newness might not las. With Duco, beauty remains undimmed, asking little care, as months and years roll by. New or eld, your car deserves Deco Insist upon the genuine Finished wih (0 secure enduring beauty, be sure that the finish on your car is of genuine Dvco—created and made en/y by du Pont. ‘This finish is uninjured by sun, salt air, rain, sleet or snow. Oil and grease can be wiped away readily, Itis hard to scratch but easy to keep spotless and bright. Even strong soaps do not harm Duco. It resists abrasion; mud and dirt have no effect upon ita beauty. ‘The trade-marks shown above testify to the widespread adoption of Duco by auto- mobile manufacturers whose names are synonymous with high ideals. oe e Old cars can also be given new beauty and increased in value, Make certain that only genuine Duco and du Pont undercoatings are used . . . your protection is the official sign displayed by Authorized Duco Refinish. ing Stations throughout the country, one in every locality. E. I. Du Pont de Nemours & Co., Inc. Chemical Products Division, Parlin, N. J. Flint, Mich. , Chicago, Ill. , San Francisco, Cal., Everett, Mass., or Flint Paint & Varnish Limited, Toronto, Canada. There is only ONE Duco — DU PONT Duco comicbooks.com