Life, 1929-03-15 · page 29 of 44
Life — March 15, 1929 — page 29: what you’re looking at
What you’re looking at
This is **not a political cartoon or satire**, but rather a **luxury car advertisement** from Life magazine's early advertising era. The page promotes the Lincoln automobile through aspirational messaging: the car embodies timeless quality, craftsmanship by prestigious coachmakers (Locke, Dietrich, Judkins, etc.), and never becomes outdated—it "grows old gracefully." The copy compares owning a Lincoln to the bond between a man and a thoroughbred horse, emphasizing emotional attachment and prestige rather than mechanical features. The accompanying photographs show a Lincoln sport phaeton owned by Mrs. Fifi Widener Holden, photographed at her father Joseph Widener's Pennsylvania estate—establishing the car's association with East Coast wealth and inherited social standing. The tagline "It Is Found Wherever Noble Things Are Valued" positions Lincoln as a status symbol for the affluent. This represents early automotive advertising's focus on class aspiration rather than performance specifications.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Ir 1s a notable fact that the owner of a Lincoln comes to feel some- thing of the relationship existing between a man and a finely bred horse ... a sense of confidence and affection, of loyalty and pride. ... For here is a motor car with a great tradition behind it. A car so beau- tiful in appearance that people turn their heads to look at it, so marvel- ously well constructed that it will not fail... . A car that embodies the skill of the foremost coach- makers . . . Locke, Dietrich, Judkins, Willoughby, Brunn. (There are no yearly models. The Lincoln that you buy today will not be out of date tomorrow. Like all fine things, it grows old gracefully.) . . . A car that is equally at home on a desert trail . . In brief, a motor car that will serve you long and faithfully, with credit, in the most exacting usage to which an or at Deauville. . automobile can be put. The Lincoln Motor Company, a division of the Ford Motor Com- pany of Detroit, Michigan, U.S. A. IT IS FOUND WHEREVER NOBLE THINGS ARE VALUED A_ Lincoln sport phaeton, with body by Locke, the Property of Mrs.Fifi Widener Holden, of New York, photo- graphed upon the estate of | her father, Joseph Widener, Esq, at Elkins Park, Pa. “AS NEARLY PERFECT A MOTOR CAR AS IT IS POSSIBLE THE LINCOLN See age TO PRODUCE” comicbooks.com