Life, 1929-01-18 · page 43 of 44
Life — January 18, 1929 — page 43: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward luxury automobile advertisement for the Lincoln automobile, a division of Ford Motor Company. The page uses aspirational marketing language targeting wealthy consumers, emphasizing that a Lincoln can be driven proudly on the Champs-Élysées in Paris or London's West End without appearing inferior. It highlights famous coachmakers (Le Baron, Locke, Dietrich, Judkins, Willoughby, Brunn) as designers and stresses timeless elegance, durability, and the absence of yearly model changes. The three photographs show the vehicle from exterior angles and interior detail shots. One photo appears to feature a car belonging to someone identified as "Lt. E___, Esq. of New York," suggesting celebrity or wealthy endorsement through vehicle ownership. The headline—"Beneath Its Outward Beauty Is Unfailing Power and Strength"—positions the car as combining aesthetic refinement with mechanical reliability, appealing to early-20th-century upper-class sensibilities about quality craftsmanship.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ey ee BENEATH ITS OUTWARD BEAUTY IS UNFAILING POWER AND STRENGTH You can take your Lincoln abroad with you and feel proud to drive it down the Champs Elysées . . . you can go anywhere in London’s West End, and see nothing smarter . » you can tour day after day in it. and ride in perfect comfort... . For here is a car designed by the most famous coachmakers . . . Le Baron, 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 The Lincoln that you buy today will not be out of date tomorrow.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 so finely constructed that you do not even have to break it in. A car that has the timeless beauty of things in perfect taste... . In a word, an automobile so quietly dis- tinguished that you will never cease to congratulate yourself upon your own good judgment in selecting it. The Lincoln Motor Company, a division of the Ford Motor Com- pany of Detroit, Michigan, U.S. A. nd buill for lt. E. - Eaq..ef New York, photo- prephed al “Hi-Esmaro,” his estate at Pleasanteitle, New York, “AS NEARLY PERFECT A MOTOR CAR AS IT IS POSSIBLE TO PRODUCE” tue LINCOLN comicbooks.com