Life, 1928-08-02 · page 35 of 36
Life — August 2, 1928 — page 35: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward **automobile advertisement** for the 1930 Chrysler Imperial "80" luxury car. The elaborate illustration depicts an aspirational lifestyle scene: wealthy passengers enjoying leisure activities (boating, swimming, socializing) while a gleaming roadster sits prominently in the foreground. The imagery sells not just the vehicle's 112 horsepower and technical specs, but an entire social status. The advertising copy emphasizes "exclusivity," "restraint," and "smartness"—coded language suggesting the car appeals to discerning, sophisticated buyers who "know the finest motor cars." The hand-built bodies by luxury coachbuilders (Chrysler, Locke, LeBaron, Dietrich) reinforced premium positioning. The tagline "Just the choice of those who know the finest" made ownership itself a status marker during the Great Depression's early stages, when such luxury cars remained symbols of wealth and refinement.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
THE NE’ "2 dH IP CORYSLER By every test by which automobiles are judged, the new 112 h.p. Chrysler Imperial “80” is superior to other fine cars in performance, quality and value. Not alone because it is one of the world’s most powerful motor cars, but because that power is translated into terms of flawless behavior. Not alone because its bodies are remarkable for their long graceful lines, their fine grooming, their charm and diversity of chromatic coloring. But because in these hand-built bodies by Chrysler, Locke, LeBaron and Dietrich, is that note of restraint that speaks true smartness. For performance with superlative comfort and the individuality of exclusive bodies, this splendidly-engineered and precision-built Chrysler is justly the choice of those who Know the finest motor cars. Hence, the swing to the new 112 h, p. Imperial “80.” eS Roadster (with ramble seat), $2795; Five-Pas- enger Sedan, $2945; Town Sedan, $2995; Seven-Passenger Sedan, $3075; Sedan-Limou- sine, $3495; also in custom-built types by Dietrich, Le Baron and Locke. All prices f. 0. b. Detroit, subject to current Federal excise tax. comicbooks.com