Life, 1929-04-26 · page 27 of 36
Life — April 26, 1929 — page 27: what you’re looking at
What you’re looking at
This is **not a cartoon or satire** — it's a straightforward automobile advertisement from Life magazine (page 25). The page advertises the Dodge Brothers Senior roadster, a luxury car now under Chrysler Motors ownership. The ad emphasizes that despite its "custom car" quality and craftsmanship (attributed to Walter P. Chrysler's influence), the price has been reduced to $1,495-$1,595, making it competitive with less-luxurious vehicles. The accompanying illustration shows a well-dressed couple examining the vehicle, suggesting upwardly-mobile consumers. The text stresses durability, skill, and value — positioning the car as a practical luxury purchase. This represents 1920s automotive marketing during Chrysler's expansion, when the company was acquiring and repositioning existing brands like Dodge Brothers to compete across price points.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
8 A custom-car in all but price— and the price 1s now still lower THE ROADSTER (wire wheels extra) LARGEST, handsomest and most luxurious of all Dodge Brothers motor cars—the Dodge Brothers Senior is a custom car in all but price. Its performance and long life bear out that con- viction with finality. alter P. Chrysler inspired the Dodge Brothers Senior—fashioned, tailored and equipped it in the Chrysler way. Dodge Brothers offer it as an example of that rare skill and craftsmanship so characteristic of Dodge Brothers cars. At its present much lower price the Dodge Brothers Senior transcends in value, style, beauty, and in its intrinsic worth, cars costing much more. New Lower Prices: $1495 ro $1595 P.0.8, Derrorr DODGE BROTHERS SENIOR @® CHRYSLER MOTORS PRODUCT wy comicbooks.com