Life, 1927-09-01 · page 33 of 40
Life — September 1, 1927 — page 33: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward **advertisement** for Fisher Bodies, a General Motors subsidiary. The page features a black sedan illustration with a smaller photograph below showing the car's upholstered interior. The text argues that when buyers visit showrooms, they focus primarily on the car's body rather than its chassis, and that Fisher Bodies' quality and comfort are the decisive factors in purchase decisions. The ad lists seven GM car brands (Cadillac, LaSalle, Buick, Chevrolet, Oakland, Pontiac, Oldsmobile) that used Fisher Bodies, positioning Fisher as a premium component across multiple price points. This appears from an era when car bodies were often manufactured separately from chassis by suppliers like Fisher, before full vertical integration became standard in auto manufacturing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
When one visits a motor car showroom, eyes and mind are focused upon the body of the car under inspection, sometimes entirely to the exclusion of the chassis. The inclination is to assume the goodness of the chassis—but the comfort, the convenience, the quality of the body— its upholstery, its appointments, its beauty—these are submitted to the all-important test of personal taste. The eager demand for the new models equipped with Body by Fisher proves all over again that the outstanding superiority of Fisher Bodies in every price class, is the determining factor in the selection of a motor car CADILLAC * LASALLE ° BUICK , CHEVROLET ’ OAKLAND + PONTIAC ¢ OLDSMOBILE FISHER BODIES GENERAL MOTORS comicbooks.com