Life, 1928-04-05 · page 58 of 59
Life — April 5, 1928 — page 58: what you’re looking at
What you’re looking at
This is not political satire but rather a **luxury boat advertisement** from Life magazine's 1928 fleet promotion. The page advertises the Elco Cruisette, a 34-foot motorized pleasure yacht priced at $5,950. The "point" is aspirational marketing aimed at wealthy readers during the prosperous 1920s. The tagline "Everywhere Seen... Everywhere Admired" appeals to status consciousness—owning an Elco signals refinement and social standing. The sales pitch emphasizes escape from "dust and heat and noise and the everyday world," offering leisure and independence as purchasable lifestyle benefits. The accompanying image shows the sleek cruiser in profile, designed to convey elegance and seaworthiness. Five models are listed at escalating prices ($2,975–$25,500), suggesting options for different wealth levels, while emphasizing standardized construction keeps costs manageable. The advertisement represents 1920s consumer culture celebrating technological achievement and recreational luxury for the affluent.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Life verywhere SEEN +++ everywhere ADMIRED The Cruisetie ... a thirty-four foot cruiser, accommodating six persons, operated by one The Ex_co Crulis&eTTe HE Elco Cruisette has been justly termed decide now on an Elco and this summer sail far “ Hundreds of Cruisettes are in com- mission today—wherever fine cruisers gather, Cruisettes are among the most admired. Thirty-four feet long, graceful in line and correct in proportion, the Cruisette of today embodies years of development and perfection. It has cabin-quarters for four persons, while two others may beaccommodated in thecockpit. Sturdily built, staunch, seaworthy, the Cruisette is powered with a powerful and dependable engine for a safe journey on any water. There are five fine cruisers in the Elco 1928 Fleet—a boat for every Purpose, at every price. Why not the most popular pleasure craft in the world.” The Elco 1928 Fleet The Twenty-Six $ 2,975 The Cruisette — $ 5,950 The Thirty-Eight $10,750 The Forty-Two $15,500 The Fifty $25,500 (permanentexhil re AT 46th ST., MOTOR BOATS Ss away from dust and heat and noise and the every- day world? No other vacation like an Elco vacation—no trains to catch —no detours—no room reservations. Leisure—independence— privacy — the vacation you’ve always wanted -the vacation you readily can have. For it’s easy to own an Elco— standardized construction holds prices down and purchasing terms are liberal indeed. Low upkeep and high resale value. Every model pro- duced by 36 years’ experience. See the Elco boats at Port Elco, 247 Park Avenue—have every detail of Elco design and construction ex- plained to you. Or write for our Catalog L. The Elco Works . . . PORT ELCO (Permanent Exhibit) 247 Park Avenue, at 46th Street, New York Distributors in Boston, Detroit, Los Angeles and Miami comicbooks.com