Life, 1927-11-03 · page 43 of 44
Life — November 3, 1927 — page 43: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward advertisement for the Willys-Knight automobile, positioned as a prestige product. The page showcases a luxury sedan photographed at the U.S. Capitol building in Washington, D.C., a deliberate choice signaling the car's association with power and governmental authority. The ad emphasizes "extraordinary improvements" and "new and unprecedented heights of excellence" while claiming no price increase—a classic marketing claim. The detailed technical specifications (7-bearing crankshaft, 4-wheel brakes, shock absorbers) appeal to buyers concerned with modern engineering. The tagline "The Engine Improves with Use" suggests reliability and longevity. For modern readers: this represents early automotive advertising's strategy of using institutional prestige and technical jargon to justify premium pricing during the 1920s-30s era, when automobile technology was still novel and status-conscious consumers viewed car ownership as evidence of sophistication and success.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Willys-Knight Great Six S-passencer Sedan at the Capitol, Washington, D.C. This illustrious motor car, world famed for its brilliant erformance, now attains new and unprecedented heehee of excellence. New top speed, flashier acceleration, your choice of beautiful colors—all at no increase in price! The Improved Knight Engine — For carefree motoring. No carbon troubles, no valve-grinding. Remarkably economical. The only type of engine that actually improves with use. 7-Bearing Crankshaft—For smoothest possible operation—no vibration. Skinner Rectifier—Keeps your oil at highest pos- sible lubricating efficiency. Prevents dilution. 4-Wheel Brakes—Mechanically operated for positive results; also for simplicity and ease of adjustment by average mechanic. Belflex Shackles—An invaluable feature—they prevent squeaks or rattles in the chassis—re- quire no greasing or adjustment. 8Timken Bearings in Front Axle—Easiest steering. Narrow Body Pillars at Windshield — Greater vision means greater safety. A vital safety fea- ture in these days of crowded roads. Adjustable Front Seat on Sedan and Foursome models for your greater comfort. Light Control at Steering Wheel—Right where it belongs. You dim without lifting your hand from wheel. Shock Absorbers — Air cleaner — Thermostatic temperature control — Finest quality upholstery. Jo, Ohl Willys-Overland Sales Cow Lid Toronto, Canada. WILLYS- KNIG HT THE ENGINE IMPROVES WITH USE—IN SMOOTHNESS, QUIETNESS AND ECONOMY comicbooks.com