Life, 1925-10-01 · page 35 of 36
Life — October 1, 1925 — page 35: what you’re looking at
What you’re looking at
This is a **full-page advertisement, not satire or political commentary**. It promotes Duco, a Du Pont automobile lacquer finish, positioned as a revolutionary product for the 1920s car market. The image shows a chauffeur-driven luxury car in the rain, illustrating Duco's durability claim: the finish remains glossy despite weathering. The accompanying text emphasizes that Duco requires minimal maintenance while resisting mud, grease, extreme temperatures, and harsh soaps—practical concerns for car owners in an era before modern protective coatings. The small manufacturer logos at the bottom indicate which automobile brands used Duco, serving as quality endorsements. The tagline "There is only ONE Duco — DU PONT Duco" asserts market dominance. This advertisement reflects early automotive marketing, when paint finish was a significant selling point and Du Pont's chemical innovations were cutting-edge consumer technology. The chauffeur detail signals the luxury market segment being targeted.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
FSTUTTTET, a Wi if ids : . UNLIKE ANYTHING ELSE : -¢IT1S DUCO, THE BEAUTIFUL, ENDURING FINISH Its smart lustre responds at a touch HE chauffeur-driven car, in spite of wear or weath- er, always looks well groomed . . because the finish is giv- en constant care. Your automobile, finished with Duco, needs but little attention to look its brightest and best under every con- dition. Down years of weathered roads, it will hold its first sparkling newness. New or eld, your car deurves Duco. Insist upon the genuine Treished CREATED snd made only by du Pont. Docolss of automatiles whove trade-marks appear above finish of sleek smoothness and astonishing durability, Extremes of temperature do not harm it; neither does the sun, icy storms, nor protracted rains, Duco is easily kept shining, its lustre actually increasing in beauty as time goes by. Mud, grease and oil are wiped away without injury. Even strong soaps have no effect pon it, It is easier to clean and costs less to keep clean, Remarkable qualities of per- tnanence and smart appearance earned for Duco quick adoption by the representative makers Furthermore, Duco is widely used for refinishing old cars. There is a Duco Refinishing Station in almost every locality, Renew the value of your car under the protection of its sign. It identifies a shop qualified to apply genuine Duco and du Pont undercoatings. E. I. da Pont de Nemours & Co., Inc., Chemical Products Division, Parlin, N. J., Flint, Mich., Chicago, Ill., San Francisco, Cal., Everett, Mass., or Flint Paint & Vamish Limited, Toronto, Canada. There is only ONE Duco — DU PONT Duco comicbooks.com