Life, 1928-03-08 · page 35 of 43
Life — March 8, 1928 — page 35: what you’re looking at
What you’re looking at
This page is **not a cartoon or satire**—it's a straightforward advertisement for Elco motor boats, appearing in Life magazine circa 1928. The ad promotes the "Elco Twenty-Six," a 26-foot luxury cruiser priced at $2,975 (comparable to a fine automobile). The photograph shows the vessel underway with passengers and flags. The copy emphasizes practical features: sleeping quarters for four, galley, roomy cockpit, and seaworthiness for independent cruising. The ad situates itself within Elco's 1928 fleet lineup, ranging from the Twenty-Six to the Fifty (priced at $25,500). It invites potential buyers to Port Elco's showroom at 247 Park Avenue in Manhattan, where customers could inspect boats before purchase. For modern readers: this reflects 1920s leisure culture and the aspirational appeal of motorboating as accessible luxury—positioning a $2,975 boat as affordable compared to automobiles.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Elco Twenty-Six . . . a revelation of cruiser luxury in a small, low-priced craft A complete, practical, seaworthy cruiser in twenty-six feet of skillful designing NLY Elco’s 36 years of motor-boat construction could produce the Elco Twenty- Six. For into this smallest of practical cruisers has been built every essential of accommoda- tion, comfort and dependability. Sleeping quarters for four persons —well-equipped galley—roomy cockpit—everything needed for a cruise to any port over any water. Priced at $2975 —less than the cost of a fine car. The Twenty-Six is one unit in the five cruisers comprising the Elco 1928 Fleet. You will find every Elco graceful, commod- ious, reliable. And what vacation more ideal than an Elco vaca- we py we The Elco 1928 FLEET The Twenty-Six .. $ 2,975 The Thirty-Four.. 5,950 ‘The Thirty-Eight.. 10,750 The Forty-Two... 15,500 tion? Map your own course— choose your own companions— take your own time. And watch cares and troubles vanish as the land drops back astern. Elco boats are on display at Port Elco—the most interesting motor-boat showroom in the world. Choose your Elco from the boats themselves—see it just as it will take the water. Let us explain the standardized con- struction that cuts Elco costs and guarantees Elco perform- ance; let us explain the liberal terms that make Elcos easy to own. If you cannot call at Port Elco, write for Catalog L. The Elco Works , . . PORT ELCO (Permanent Exhibit) 247 Park Avenue, at 46th Street, New York City Distributors in Boston, Miami and Los Angeles comicbooks.com