Life, 1928-06-07 · page 7 of 54
Life — June 7, 1928 — page 7: what you’re looking at
What you’re looking at
This page is primarily an advertisement for Elco Motor Boats, not a political cartoon or satirical content. It showcases two boat models—the "Forty-Two" and the "Fifty"—with images and promotional text emphasizing their luxury, reliability, and spacious accommodations. The ad targets wealthy yacht owners, positioning these vessels as vacation alternatives to traditional travel. It highlights the 1928 Elco fleet's five models at various price points ($2,975–$25,500), emphasizing affordability relative to the luxury offered. The marketing message appeals to the leisure class: these boats promise freedom from "railroad tickets or hotel reservations," allowing owners to vacation on waterways from the St. Lawrence to the Gulf of Mexico. The tone is aspirational rather than satirical—this reflects 1920s consumer culture marketing to affluent Americans during the pre-Depression era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIrFe ruisers youll be proud of ain the ELco Forty-ITwo or the ELco FIrtTy The Forty-Two. . A double-cabin cruiser, roomy and luxurious The Fifty . . Fifty feet of strength, grace and dependability PORT ELCO He are boats worthy of any owner’s pride—cruisers to please the most critical yachtsman. Luxurious fittings —ample room —commodious quarters for owner’s party and crew... powerful, reliable power plants. Why not select one of these float- ing homes now . . . and make this summer the happiest you've ever known? From the Gulf of the St. Lawrence to the Gulf of Mexico, the bays and rivers become a play- ground for you. Never a worry about railroad tickets or hotel reservations or bad The Fifty The Elco 1928 Fleet The Twenty-Six $ 2,975 The Cruisette(34’)$ 5,950 The Thirty-Eight $10,750 The Forty-Two $1 roads—never a hotel porch or a traftic light. Nothing on earth like a vaca- tion on the sea. Five graceful, seaworthy models in the Elco 1928 Fleet—a ship for every purpose, at every price. Liberal terms make ownership easy—standardized construction has cut costs to a mini- mum. Every Elco model is the result of 36 years’ experience. At Port Elco —see the Elco models — climb aboard and examine them from stem to stern. If you cannot visit usat pres- ent, write for Catalog L. MOTOR BOATS Distributors in Boston, Detroit, Los Angeles and Miami The Elco Works . . . PORT ELCO (Permanent Exhibit) 247 Park Avenue, at 46th Street, New York comicbooks.com