Life, 1927-07-14 · page 5 of 40
Life — July 14, 1927 — page 5: what you’re looking at
What you’re looking at
This page is **primarily an advertisement**, not political satire. It promotes Elco motor cruisers, a boat manufacturer operating since 1892. The ad uses an illustrated narrative: text at top encourages readers who love adventure and sea air to consider purchasing an Elco cruiser for summer vacation. The central image shows a small rowboat with two men approaching a larger Elco motor yacht anchored nearby, visualizing the aspirational lifestyle being sold. The accompanying text emphasizes luxury features—"well-equipped galley and comfortable berths"—and appeals to desire for freedom: "go where you please and to do as you please all summer long." The company's address in New York City and tagline "Standardized Cruisers" suggests mass-production marketing to middle-to-upper-class consumers seeking recreational boating.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
If you truly love adventure (42x if you enjoy the tang of salt sea air—sooner or later you'll start longing for a seaworthy motor cruiser. R435} And when that happens you might as well give in. (4a%3 Think of being able to step into an Elco Cruiser and to sail far away from the hot, dusty, crowded places on shore! Think of being able to go where you please and to do as you please eAaas all summer long! tedany Such a vacation will put new fire in your eye tedaga new song in your heart. Come and try it. Keay Write for Eleo Pamphlet L, and start planning now for glorious, care-free days on summer seas.—————— The Elco Twenty-six Foot Cruiser illustrated above is a real” Home Afloat,” with a well-equipped galley and comfortable berths for a party of four. Safe... seaworthy... reliable. Price only $: 0 f.o.b. Bayonne, N. Je PORT ELCO VT 247 PARK AVENUE, AT 46th ST., NEW YORK CITY SS SALES OFFICE AND MOTOR BOAT EXHIBIT comicbooks.com