Life, 1927-03-24 · page 3 of 38
Life — March 24, 1927 — page 3: what you’re looking at
What you’re looking at
This page is **entirely an advertisement**, not editorial content or satire. The American Radiator Company is marketing their "CORTO" radiator model. The ad emphasizes that this heating device combines practical functionality with aesthetic beauty—a deliberate design philosophy stated as "a reversion to the idea that practical things should be beautiful as well as useful." The radiator itself, shown at top, features vertical fluting and decorative elements. The ad stresses the CORTO costs no more than ordinary radiators while being more elegant, space-efficient, and "unobtrusive." There is no political cartoon or satire here—this is straightforward early 20th-century industrial advertising emphasizing modernist design principles and American manufacturing excellence.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ANNOUNCING THE MORE BEAUTIFUL CORTO The American Radiator Company rises to a new height of manufacturing ex- cellence with the presentation of the more beautiful CORTO Radiator. All the wealth of resource and ex- perience of American Radiator Com- pany has been concentrated in the perfection of this, the most beautiful and effective radiator. . It is a reversion to the idea that practical things should be beautiful as well as useful. This aim is bril- liantly realized in the more beautiful CORTO. Ic takes its place among the finest products of American industry—a vivid demonstration of American progress in the industrial arts Costing no more than the ordinary radiator, occupying less floor space, unobtrusive, graceful and distinguished, the more beautiful CORTO wins ad- miration and the respect which excel- lence commands. AMERICAN RADIATOR (COMPANY Showrooms and sales offices: New York, Boston, Providence, New Haven, Newark, Philadelphia, Baltimore, ‘Washington, Richmond, Indianapol Buffalo, Pittsburgh, Cleveland, Detroit, Cincinnati, chy ag emg me hake lis, St. Louis, St Paul, Minneapolis, Nacsa Denver, Kansas City, San Fran: }» Milan, Brussels, Los Angeles, Seattle, Toronto, London, Paris, Berlin. rsef IDEAL Beilers for coal, coke, eiland gas. AMERICAN Radiators, ARCO Het Water Supply Heaters, VENTO leat-Controlling. | Heaters, He Accessories and other products for drying, bumidifying, cooling and refrigeration, 598 Madison Ave. N. Y., N. Y, Subscription, $5.00. Vol. 89, No. 2316. Mar. 24, 1927. Ent'd as 2nd Class Matter, Office Dept, Canada. Copyright in U, S.A, Ent'd as 2nd Class Matter at the Post June & 1 at New York Post 1927, Life Pub. Co, in U. ‘3 itghuod and Betas Posomioas comicbooks.com