Life, 1925-12-10 · page 35 of 36
Life — December 10, 1925 — page 35: what you’re looking at
What you’re looking at
This is primarily a **DuPont automobile paint advertisement**, not political satire. The page promotes "Duco," a new automotive finish product. The image shows a vintage car being inspected by two figures in work clothes, illustrating the product's durability claims. The advertisement's humor is gentle and commercial rather than satirical: it jokes about how cars endure "unmindful pleasure" and "unintentional, but ruinous abuse" from owners who expect their vehicles to withstand rough treatment. The key selling point is that Duco's finish resists damage from weather, dirt, and wear—unlike previous automobile paints that would crack and fade. The page emphasizes that major car manufacturers have adopted Duco, positioning it as the industry standard. This represents early 20th-century advertising's shift toward lifestyle messaging, using aspirational imagery (carefree driving) alongside practical durability claims. There is no political content or satire intended.
📄 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 1S DUCO, THE BEAUTIFUL, ENDURING FINISH Unmind ful pleasure takes no toll of beauty, with this hardy finish on your car FEF i time... laughing unrestraint... how much we expect of a motor car! How sturdily it must withstand unintentional, but none the less ruinous, abuse! Until the advent of Duco, an automobile’s finish was, too often, firstto give way. Butno longer. Duco isa finish of en- during beauty. Even unusual conditions of weather and travel do not mar its satiny lustre. Cloaked in protecting Duco, your car always retains its first, sleek newness through weeks and months and years. New er eld,your car deserves Duco.” Insist upon the genuine 0 not confuse Duco with any other finish. It ‘was created and is made only by du Pont nique in its lasting, lustrous beauty. Duco is insurance against the effects of sun or snow, windor rain. It will not check, crack or peel. Mud or greas grit or strong soaps do not injure it, Its end: beauty increases with time and use and it ma: ‘ept continuously lustrous ‘with Duco Polish No. ‘The trade-marks displayed above speak eloquently of the regard for Duco by lwading autemobile manufacturers. They have selected Duco as care- fully as they have chosen the other features which make their cars demanded by consumers. You can also add this much-desired element of enduring beauty to your old car. The Di ently located throughout this country and abros is your assurance of genuineness, competency . and satisfaction, Et du PontdeNemoure& Co., Ine., Chemical Prod- ucts Division, Parlin, N. J.. Detroit, Mich., Chicago, ML, San Francisco, erett, Mass. or Flint Paint and Varnish Lim fed, Toronto, Canada ©There is only ONE Duco — DU PONT Duco comicbooks.com