Life, 1927-04-21 · page 3 of 39
Life — April 21, 1927 — page 3: what you’re looking at
What you’re looking at
This is **not a political cartoon**, but rather a **full-page advertisement** for Elco Standardized Cruisers, motorboats built since 1892. The ad uses romantic, aspirational messaging appealing to middle-class readers' desire for leisure and escape. The headline "In every man's heart still lurks the spirit of adventure" romanticizes boat ownership as accessible freedom. The illustration shows a well-dressed couple aboard a motor cruiser, suggesting leisure travel. The key sales pitch appears at bottom: motor cruising costs less than operating a high-grade automobile—an important economic argument during the 1920s. The address (Port Elco, New York) and reference to a "Motor Boat Exhibit" indicate this ran during boat-show season. This reflects 1920s consumer culture and the democratization of recreational boating among affluent Americans.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
In every man’s heart still lurks the spirit of adventure ERE is nothing to equal the thrill that comes from slipping I Beet blue-green waters in a graceful, seaworthy cruiser. Try it some time and see. Think of standing on breeze-swept decks with nothing ahead but adventure and free sea lanes! Think of being free to go where you please and to do as you please . . . far away from the dusty, crowded places on shore! You'll find health and happiness aboard and... an indescribable feeling of contentment —for you drop all cares as you lift the anchor. Elco Cruisers are built for extended coastwise trips. Write for Elco Pamphlet “L” and start planning now for never-to-be-forgotten days on summer seas. =a ‘ IERHAPS you have never tried motor cruising, because you have thought it beyond your means. If so, you may be sur- prised to learn that the cost of operating an Elco Cruisette, with living accommodations for a family of four to six, is less than the cost of operating a high-grade motor car. S STANDARDIZED CRUISERS Buile since 1892 peo DEO OLILEE { adh hy Satin yy Spa a Ap Nat engi Cs x a ari rage |. °247 Park Ayenue at 46th Street, New Yc les Office and Motor Boat Exhibit ee eee a ———ooo UPR: Published We Life Pub, 598 Madison Ave. N. YY. Subscription, $5.00. Vol. 89, No. 2320. 21, 1927. Ent'd as 2nd Class Matter, June 8, 1883, at New York Post (eg coder ack of Mak ea ET Matter at the Post OfSce Dept, Canada. Copyright 1927, Life Pub. Co. in U. 8. England and British Posseasioes, comicbooks.com