Life, 1927-03-17 · page 29 of 43
Life — March 17, 1927 — page 29: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**, but rather a **luxury automobile advertisement** from Life magazine's advertising section. The page announces Cadillac's new companion car, the **LaSalle**, positioned as a slightly less expensive alternative to Cadillac itself—both manufactured by General Motors. The ad uses a historical analogy: just as French explorer René-Robert Cavelier LaSalle was a companion to fellow explorer Antoine de la Mothe Cadillac in early American exploration, the new LaSalle car is a "companion" to the Cadillac automobile. The decorative sketch on the left shows fashionable figures of the era, emphasizing the car's appeal to upscale consumers. The front-view illustration displays the vehicle's prominent headlights and grille. The copy emphasizes engineering precision, General Motors resources, and the car's "rare beauty." Six model variants are listed, all positioned toward affluent "Cadillac homes"—wealthy households. This is straightforward **period advertising**, not satirical commentary.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LaSalle Only within the past twenty-four months has it been possible for Cadillac to look beyond its own particular field and arrange to satisfy that other great market which has long demanded a companion-car of Cadillac's calibre to fill a slightly varying field of usefulness. The congenial task of creating this other-brother to Cadillac has gone on carefully for nearly four years. It has. proceeded with those inch-at-a-time precisions and precautions which exist only in the Cadillac engineering de- partment and shops—supplemented by the facilitics and the resources of the General Motors laboratories and prov- ing grounds. The luminous result is a rarely beau- tiful car of most brilliant performance— the LaSalle—companion-car in every sense of the word to the Cadillac as Sieur Rene Robert Cavelier LaSalle himself was companion in distinguished achieve- ment to that other great early-Amer- ican, Sieur Antoine de la Mothe Cadillac. The LaSalle is manufactured completely by the Cadillac Motor Car Company within its own plant. CADILLAC MOTOR CAR COMPANY Detroit, Michigan + + Oshawa, Canada 6 of General Morers Corporation Size models of rare beauty, powered by a 90-degyee, V-type engine Fast 58 Convertib lity, speed and stamina: Five-Passenger er Phaeton; Four- Passenger Victoria; Two- Coupe (with dickey seat); Two-Passenger ter (with dickey seat); Two-Passenger Coupe A New CAR for CADILLAC HOMES comicbooks.com