Life, 1927-05-05 · page 37 of 46
Life — May 5, 1927 — page 37: what you’re looking at
What you’re looking at
This is a 1920s automobile advertisement disguised as satirical commentary. The cartoon depicts two women discussing a new Erskine Six car, with the joke centered on post-WWI economic hypocrisy. **The Satire:** A governor had declared war on extravagance and waste, yet his "smart little daughter" used diplomatic charm to convince him to buy an expensive imported luxury car anyway—while still saving money for a lavish summer at Bar Harbor (a wealthy vacation destination). The humor lies in the contradiction between public austerity and private indulgence. **The Marketing Angle:** The ad then pivots to selling the Erskine Six as the solution—fashionable and Paris-designed (sophisticated), yet affordable ($995), positioning it as the car for those wanting luxury without excess. References to "Charlie Paddock" (a famous runner) and "The Little Aristocrat" emphasize performance and class aspirations for middle-class buyers. This reflects 1920s consumer culture: the post-war desire for modern goods mixed with lingering Depression-era guilt about spending.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
TEMPS, PARIS a "M-m-m, so THAT'S the new car. a beasts the governor declared war on extravagance and all that sort of thing. Looks imported to me.” "He did, but smart little daughter put over a diplomatic coup with this coupe. Got just the car 1 wanted and still saved enough We a beavy summer at Bar Harbor.” MPORTED? Well, yes, in a manner of speaking. Its style was con- ceived in the fashion center of the world—Paris—and its lines and colorings smack of the sophistication of the Champs Elysees. Dietrich designed it—Dietrich, builder of the finest custom bodies. Sounds ex- pensive, doesn’t it—but the Erskine Six will win the heart of even the canniest descendant of the Scotch. Dimensions are compact, but there’s room inside no end—thanks again to Dietrich, the master. Two in front, two more in the rumble seat—a foursome; let's go. Performance is typically American as Grantland Rice's hand-picked team—and as far ahead of its time as the class of 30. Through traffic and away while others are wrestling with gear-shifts—a regular Charlie Paddock on getaway. Honest-to-goodness mile-a-minute speed if you want to “get there in a hurry.” Stop and turn on a manhole cover or park with a hair's breadth. : Get in under the wheel and learn why the latest vogue in motors calls for “The Little Aristocrat.” The Erskine Six Custom Coupe, as illustrated, sells Sor $995, f- 0. &. factory, complete with front and rear bumpers and self-energizing 4-wheel brakes, ERSKINE SIX < ¢~(CtHE LITTLE ARISTOCRAT Vax wesbree Patael comicbooks.com