Life, 1929-05-17 · page 33 of 52
Life — May 17, 1929 — page 33: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**, but a **Chrysler automobile advertisement** from Life magazine (page 31). The ad compares the Chrysler "75" Royal Sedan ($1535) to Roman aqueducts, arguing that both combine beauty with structural integrity. The image shows a 1920s-era sedan positioned before a photograph of an ancient Roman arch bridge, establishing a visual metaphor. The advertising copy claims Chrysler engineers deliberately modeled the car's window arches on Roman engineering principles—prioritizing both aesthetic "grace" and functional "strength and rigidity." The ad emphasizes that this wasn't accidental but intentional design philosophy: combining "beauty with utility, swiftness with sturdiness." For modern readers: this represents early automotive marketing that justified premium pricing ($1535 was substantial in the 1920s) by associating cars with timeless classical architecture and human achievement. It's corporate branding through cultural aspiration rather than product specification.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Life 31 @® CHRYSLER MOTORS PRODUCT CHRYSLER "75" ROYAL SEDAN, $1535 (were wheels extra) Many 4 Reman aqueduct still stands, after 2000 years, the epitome of strength and beauty. That same chares of line and that same trust worthiness of construction are re Kected in the “arched-windrw” silbeuette of the Chrysler today, A Wealth of Strength Beneath Its Classic Beauty WEN the first Chrysler overthrew traditions of motor car beauty and behavior, there was a twofold purpose for devising those new practices in design and construction which it introduced. Chrysler engineers determined to replace awkward bulk with lithe grace, stodginess with alert and zestful performance. Guided by the canons of dlassic art, they translated authentic principles of beauty into automotive terms. The purpose of Chrysler's new design was also to enhance the utility of the Chrysler car. The sturdy arches of the Roman aqueducts which have stood for 2000 years have been recognized as among the finest achievements of man’s handiwork. Not appearance alone directed Chrysler engineers to the arch of the aqueduct. The true arch is the acme of strength and rigidity, and so it was the Roman arch that served as the model for the construction of Chrysler windows and doors. Thus, solidity and trustworthiness were concentrated at this point, masked by classic curve and flowing lines. It was not haphazard experiment and accidental achievement that developed Chrysler cars into symbols of grace in motion. They give greater value in performance as well as appearance because Chrysler engineers have never relinquished that twofold purpose of combining beauty with utility, swiftness with sturdiness, and luxury with depend- ability, in the proved inwegrity of Chrysler cars. ’ New Chrysler “75"—Nine a ste pind from $1535 to $2345. New Chrysler “65” "2 sig Styles priced from $1040'to $1145. Wire wheels extra. Aa ef 0. b, factory. comicbooks.com