Life, 1926-05-06 · page 39 of 52
Life — May 6, 1926 — page 39: what you’re looking at
What you’re looking at
This is not a cartoon or satire—it's a **full-page advertisement for Dodge Brothers Motor Cars** in *Life* magazine. The ad emphasizes "Character and Dependability" as selling points, claiming that over 90% of Dodge cars built in the past eleven years remain in active service. The copy appeals to practical concerns: reliable engine starting, durability on rough roads, minimal maintenance costs, and strong resale value. The illustrated figure appears to be a well-dressed man standing beside a touring car, representing the reliable, respectable customer who owns such a vehicle. The ad notes new improved models were "released in January" and promises these will "break their own unbroken record." This reflects 1920s automotive marketing, when reliability and longevity were novel selling points in a rapidly expanding car market. The tone—serious and dignified rather than humorous—is typical of *Life's* advertising content, distinct from the magazine's satirical editorial material.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIFE nay Now more than ever before The new low price of theTouring , Sport jal Touring Car Car $880— fouring all f. 0. b. Detroit. To press the starter button of your car and know that the engine will re- spond almost instantly— To set out on a long trip—even over the roughest roads—and feel assured that the usual mechanical annoyances will not delay your journey— To buy a car and know that it will serve you faithfully for years without frequent costly overhauling— To know, too, that expensive refinish- ing will be found unnecessary, and that when you come to sell or ex- change the car it will bring an excep- tional price— That is dependability, as the public has come to apply the word to Dodge Brothers Motor Car. That is character built by men into a product. aracter That is the expression, in terms of steel, of an inflexible ideal—the ideal to build well and never to relax from a program of constant and progressive betterment. How well the car deserves the tribute you will realize when you know that more than 90% of all the motor cars Dodge Brothers have built during the past eleven years are still in active service. And remember that this astonishing record was established before Dodge Brothers new and improved motor cars were released in January. Far surpassing their past best in stur- diness, as well as in beauty and smooth engine operation, these new Dodge Brothers Motor Cars are destined to break their own unbroken record for dependability and long life. Donse Brotners|nc.Detroir Dopee Bromens (Canana) LmireD ORONTO, ONTARIO Doouse BROTHERS MOTOR CARS comicbooks.com