Life, 1929-02-15 · page 31 of 44
Life — February 15, 1929 — page 31: what you’re looking at
What you’re looking at
This is a **luxury car advertisement**, not satire or political commentary. It promotes the Lincoln automobile as a status symbol for wealthy Americans. The ad emphasizes that Lincolns are appropriate for elite locations like Biarritz (French resort) and Park Avenue (Manhattan's wealthy enclave). It lists prestigious coachmakers—Locke, Dietrich, Judkins, Willoughby, Brunn—to signal craftsmanship and exclusivity. The tagline "dateless beauty" and claim that Lincolns "grow old gracefully" (no yearly model changes) position the car as timeless rather than subject to fashion. One photograph shows a Lincoln at "Tuxedo Park, N.Y.," a wealthy estate community, reinforcing its association with the ultra-rich. The advertisement subtly mocks conspicuous consumption through its florid language while selling exactly that—a car you'll "feel proud to appear in." The Lincoln Motor Company's ownership by Ford Motor Company is mentioned at the bottom, suggesting mass-production infrastructure behind an elite product.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
IT HAS THE DATELESS BEAUTY OF ALL DISTINGUISHED THINGS ke EF Be ) Daa ow J A car so smart that it is perfectly at home at Biarritz or on Park Avenue . . . so beautiful that peo- ple turn their heads to see it ... so finely made that you need not even break it in... . A car that will bear you swiftly, smoothly, silently to your engagements. One that embodies the skill of the fore- most coachmakers .. . Locke, Dietrich, Judkins, Willoughby, Brunn. (There are no yearly models. The Lincoln you buy today will not be out of date to- morrow. Like all fine things, it A Lincoln sport roadster, with body by Locke, the property of and comfort and good taste always, York" phetsrrephes co. he estate at Tuxedo Park, N. grows old gracefully.) ... Luxury yet underneath, a mechanism so strong, so perfectly adjusted that you are scarcely conscious it is there... . In short, a car that you will feel proud to appear in, till all its years of service have been run. The Lincoln Motor Company, a division of the Ford Motor Com- em = | pany of Detroit, Michigan. “AS NEARLY PERFECT A MOTOR CAR AS IT IS POSSIBLE TO PRODUCE” THE LINCOLN comicbooks.com