Life, 1927-02-24 · page 29 of 39
Life — February 24, 1927 — page 29: what you’re looking at
What you’re looking at
This is **not a cartoon or satire—it's a vintage advertisement** for Elco motorboats, disguised as editorial content in *Life* magazine. The page uses aspirational messaging common to 1920s-30s advertising: owning a luxury cruiser supposedly transforms you from an ordinary person into an adventurous "old salt" (experienced sailor). The headline ironically suggests everyone secretly wants this maritime lifestyle. The large illustration depicts an elegant motorboat at sea with flags flying—emphasizing leisure, romance, and escape from mundane life. Copy promises that boarding an Elco cruiser makes your "heart beat faster" and lets you forget "cares and business worries." The pitch emphasizes practical value: Elco uses assembly-line manufacturing (like automobiles) to offer affordability without sacrificing quality. This was a significant selling point during an era when motorboats were luxury items. The company address (The Elco Works, New York City) appears at the bottom, confirming this is paid advertising presented as lifestyle editorial—a common *Life* magazine practice.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
No wonder everyone is an old salt at heart! your like motor cruising right from the start... nearly everybody does. But you can’t appreciate its thrills, or the pleasure it can bring, until you have seen your boat plough through blue-green waters and have felt on your cheek the caress of salt sea breezes. You feel and act like a different person the moment you board an Elco Cruiser. Your heart beats a little faster...there’s a new light in your eye. Forgotten are your cares and business worries as you start dreaming of sunshiny days afloat, and nights of wondrous beauty. Who wants to grow old and staid and unadventurous? Start planning now for a glorious summer afloat. Write for Elco Pamphlet L, which describes in detail the latest models of standardized cruisers. FLco cruisers are built on a production basis — just as high grade motor cars are built — with a resultant saving in manufacturing costs. This insures you the greatest possible value for the money you spend. STANDARDIZED CRUISERS Built since 1892 comicbooks.com