Life, 1928-04-05 · page 37 of 59
Life — April 5, 1928 — page 37: what you’re looking at
What you’re looking at
This page is primarily a **luxury automobile advertisement**, not political satire. It promotes a reconditioned Rolls-Royce chassis with a Piccadilly body, priced at $8,500—presented as a bargain since a new equivalent would cost nearly double. The pitch targets wealthy buyers seeking prestige: the car is finished in "luxurious Gendarme blue," features black leather upholstery, and comes with a full guarantee despite being used. The advertisement emphasizes that despite being reconditioned, it equals "a new car" in appearance, performance, and safety. The satirical *implication*—common in Life magazine's advertising parody—is subtle: the ad's breathless language about a "bargain" luxury car appeals to the nouveau riche or financially cautious wealthy, mocking the pretense of getting a deal on ultra-premium goods. However, this is straightforward advertising copy rather than explicit cartoon satire. The humor lies in the aspirational tone rather than in identifiable caricatures or political commentary.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
n unusual opportunity to buy a fine motor- car at much less than list price Tuis Rolls-Royce Chassis with new Piccadilly body comes on the market after being thoroughly reconditioned throughout at the Works at Springfield, Mass. It carries a full new-car guarantee. Finished in lacquer of luxurious Gendarme blue with black fenders and body striped in white, it will instantly appeal to the owner-driver. As fitting this model, its upholstery is black leather —all new throughout. Its rumble seat accommodates two passengers, or affords ample space for luggage. In appearance, in performance and in safety, this Rolls-Royce is equal to a new car. New, KS-56-PE would cost nearly twice its resale price. It may be had for $8500. Here is a motor-car for any individual who naturally prefers the best. To be seen at New York Salesroom and available for trials at your convenience subject, of course, to prior sale. Photographs and descriptions of this car may be seen at the following Rolls-Royce branches. ROLLS-ROYCE New Yorr—s8th at Eighth Ave. Newarx—1go Washington St Boston—1035 Commonwealth Ave. Ciicaco—2s12 §. Michigan Ave. Ctcrsnati—rr East 8th St. Los Ancrtes—3136 Wilshire Blvd. Creveranp—7505 Carnegie Ave. PitrssurGH—3939 Forbes St. San Francisco—461 Post St. Corumpus—362 East Broad St. PurraperpHia—Walnutand 21st Sts. Montreat—goro St. Catherine St., West Sprincriztp, Mass.—454 Bridge St. Hartrorp—326 Pearl St. Pato Beacu—331 Worth Ave. Atitanta—98 Cone St. comicbooks.com