Life, 1927-05-19 · page 37 of 42
Life — May 19, 1927 — page 37: what you’re looking at
What you’re looking at
This is primarily an **automobile advertisement** for the Erskine Six, disguised as humorous editorial content. The cartoon depicts a father and son at a gas station; the son claims they can reach Newport on one gallon because they're driving an economical Erskine (the joke being the car's fuel efficiency). The advertisement targets **young, affluent men**—college graduates anticipating summer vacation, romantic dates, and leisure travel. The copy uses period slang ("chic blonde," "co-ed") and lifestyle aspirations (beach vacations, homecoming dances, polo) to market the vehicle as both practical and desirable. "The Little Aristocrat" tagline positions the $995 car as sophisticated yet affordable—a status symbol for undergraduate America. The humor relies on mild exaggeration (comparing the car's handling to a polo pony) rather than satire. This reflects 1920s auto advertising that conflated cars with social identity and romantic success.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Life PETIT MOTEUR EST TRES ECONOMIQUE"—LE TEMPS, PARIS “One gallon, Dad, and lift anchor. We gotta make Newport by dark.” "Only one?” "Sure! Where'dya think we're goin’— Shanghai? Read the nameplate— it’s an Erskine Coupe!” INALS (ugh)...then Commencement (ah)...and summer just ahead! Vacation days...soaking up sunshine at the beach...evenings spent with that chic blonde you met at the homecoming game...a smart car ...your own personal car—an Erskine Six Custom Coupe. Undergraduate America’s new car—the Erskine Six—miles out in front of the rest. Dietrich, without a peer among custom body carros- siers, designed it; moulded its lines, endowed it with Continental sophistication. Trim as a silken ankle...inside, room no end for two .. rumble seat behind built just for a double date. High hat in every- thing but price. And can it do its stuff? Yes, sir, and how...slips through jumbled traffic with the ease of an inspired eel... hangs onto the road at sixty like a co-ed at her first prom ... climbs up a ski slide in high... handles, wheels around and pulls up like a polo pony. Summer is beckoning —so is “The Little Aristocrat”—a real companion for vacation days. The Erskine Six Custom Coupe, as illustrated, sells for $995 f. 0. b. factory, complete with front and rear bumpers and self-energizing ¢-wheel brakes. ERSKINE SIX Ce LITTLE ARISTOCRAT = Rererecs omen REE comicbooks.com