Life, 1928-12-07 · page 53 of 64
Life — December 7, 1928 — page 53: what you’re looking at
What you’re looking at
This is a **Rolls-Royce automobile advertisement**, not a political cartoon. The page uses satirical, tongue-in-cheek language typical of *Life* magazine's advertising style in the early 20th century. The "satire" is gentle: the ad personifies the car (S-377-LF) as if seeking employment as a "town car to a family of means," presenting it as a used vehicle originally owned by a prominent Pittsburgh industrialist. The humor lies in the mock-formal job-application tone and the emphasis on the car's *previous* prestigious ownership—it's selling luxury through pedigree and social status. The real point is marketing: a $5,800 Rolls-Royce (presented as a bargain, being "one-third its original price") to wealthy buyers who value exclusivity and appearance. The car's features—formal styling, comfortable interior, Algerian blue finish—appeal to aspirational affluence during the Jazz Age. This reflects 1920s consumer culture: luxury goods marketed through implied social prestige rather than mechanical superiority alone.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Li FE S-377-LE seeks appointment as town car to family of means HIGHEST RECOMMENDATIONS; will serve many years Jor $5,800 $-377-LF is a Rolls-Royce. More than that, it is the Mayfair model, the proud town cabriolet of the Rolls-Royce family. The car was created for a promi- nent Pittsburgh industrialist, chairman of the board of one of America’s largest public utilities. It served him in Pittsburgh, at his winter home in Florida, and in New York. You yourself have probably seen it gliding along Park Avenue or standing before the Union League Club. When its owner relinquished it in favor of a Rolls-Royce of slightly differ- ent body type, he gave someone this exceptional opportunity of purchasing “The Best Car in the World” at little more than one- third its original price. S-377-LF is in perfect mechanical condition. The name, Rolls- Royce, assures you of that—a continuation of the new-car guar- antee vouches for it. Outside, the car is as correctly formal as a court presentation; inside, it is as luxuriously com- fortable as your favorite chair at the club. The finish is suave Algerian blue; the upholstering is tan English broadcloth. The deep, inviting seats in the passen- ger compartment accommodate five with ease. For the years of silken-smooth motoring which this distinguished car offers, you pay only the price of an ordinary “fine car —$5,800. And this amount can be arranged on satisfactory terms, without finance charge. S-377-LF may be seen at the New York salesroom, where it is avail- able for a 100-mile trial trip at your convenience. Photographs and descriptions may be had at all Rolls-Royce branches. The car is, of course, subject to prior sale, Other Rolls-Royce cars at resale from $4,000 to $12,000. ROLLSROYCE New Yorx—58th at Eighth Avenue Newarx—190 Washington Street Bosron—1035 Commonwealth Avenue Citicaco—2512 S. Michigan Avenue Cixcinnati—11 East 8th Street Los Ancrtes—3136 Wilshire Boulevard Creve.anp—7505 Carnegie Avenue ~ PrrrssurGH—3939 Forbes Street San Francisco—461 Post Street Cotumsus—352 East Broad Street PxiraperpHta—Walnut and 21st Sts. Monrreat—40108. Catherine St., West Sprincrietp, Mass.—454 Bridge Street Hartrorp—32% Pearl Street comicbooks.com