Life, 1929-05-10 · page 43 of 44
Life — May 10, 1929 — page 43: what you’re looking at
What you’re looking at
This is a **Studebaker automobile advertisement**, not satire or political commentary. The page uses the prestigious Harvard-Yale boat races at New London as an aspirational backdrop to market luxury cars. The top photograph shows well-dressed spectators at the yacht and motor boat galleries viewing the races—representing an affluent, discerning audience. The ad argues that just as these wealthy observers appreciate quality in competitive athletics, they similarly recognize Studebaker's superiority in automobiles. The text emphasizes the car's speed records, comfort, and "urbane and distinguished" styling while highlighting its competitive pricing ("One-Profit prices"). The illustrated President Eight Brougham model is priced at $2,350 (substantial for the era). This is **straightforward luxury marketing** leveraging social prestige and competitive achievement to sell vehicles to the upper-middle and upper classes—no satire intended.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
THE YACHT AND MOTOR BOAT GALLERIES AT THE HARVARD- YALE BOAT RACES..NEW LONDON \} U/HEN stout ash bends to the rhythmic pull of steeled young muscles, then are spirit and stamina weighed for their proper worth! It is significant that here on the Thames, as wherever those of discernment foregather, Studebaker’s champion straight eights and sixes should enjoy prestige so deservedly high. Holding every official stock car record for speed and endurance, these great motor cars display their mettle in every low-swung line. They bear proudly the look of untiring speed . of comfort unequalled . . . of manners urbane and distinguished. Since all this power, beauty and comfort are offered at One-Profit prices, it is not surprising that Studebaker is selling more eight-cylinder cars than any other manufacturer, The car illustrated is The President Eight Brougham for Five, $2350 at the factory, spare tires and bumpers extra. Six wire wheels and trunk standard. ludebaker BUILDER OF CHAMPIONS comicbooks.com