Life, 1928-05-31 · page 27 of 34
Life — May 31, 1928 — page 27: what you’re looking at
What you’re looking at
This page from *Life* is a Pierce-Arrow automobile advertisement, not a political cartoon or satirical content. It features a vintage illustration of an elegant car parked near a fountain in a landscaped setting, appealing to wealthy, cultured consumers. The ad argues that Pierce-Arrow vehicles command loyalty among "people of culture" due to their "dignified beauty and fineness." It emphasizes the brand's prestige by noting the car cost twice as much as competitors' highest-priced models, yet maintains customer devotion. The copy positions Pierce-Arrow as the choice for refined buyers while promoting a flexible financing plan and trade-in options. This represents typical luxury car marketing of the era—associating the product with status, taste, and exclusivity rather than practical features.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
WHERE PIERCE*-ARROW LOYALTY IS GREAT With people of culture, there is a certain reverence for dig- nified beauty and fineness. € Among such people there is natu- rally a pronounced loyalty to Pierce-Arrow. ( This loyalty was present when a Pierce-Arrow cost twice as much as today’s highest priced model. (It existed when such beauty as now belongs to Pierce-Arrow was not dreamed of. @ And it has survived the approaches of other makers of fine cars ever since. You may purchase a Pierce-Arrow out of income, if you prefer. A sim- plified financing plan makes this a most practical procedure. Your pas car accepted as cash up to the full amount of its appraisal valuation. TWELVE CUSTOM-BUILT MODELS FROM $2900 AT BUFFALO THE PIERCE-ARROW MOTOR CAR COMPANY, BUFFALO, comicbooks.com