Life, 1929-06-14 · page 33 of 44
Life — June 14, 1929 — page 33: what you’re looking at
What you’re looking at
This page is primarily a luxury automobile advertisement, not political satire. It promotes the new Chrysler Imperial Custom Roadster, priced at $2,895 at the factory (wire wheels extra). The ad emphasizes the car's aesthetic sophistication, designed by Locke, highlighting its "sloping silhouette" and modern features like a rumble seat with its own door and windshield, plus non-shatterable glass. The copywriting appeals to "connoisseurs of motor car beauty," positioning the Imperial as superior to "all traditional designs." The illustration shows a sleek, open roadster beside a stylized tree. The tone throughout is aspirational marketing targeting wealthy buyers during what appears to be the late 1920s or early 1930s—an era when automobiles were luxury status symbols rather than mass-market necessities. There is no political commentary or social satire present on this page.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
wheels extra. ULtTRA+ FASHIONABLE New .fmperial Custom ‘Roadster IONNOISSEURS of motor car beauty have accepted the new Chrysler Imperial as the most beautiful roadster on the road. It is self-evidently today’s masterpiece of style and symmetry—a sports car different from all tradition- al designs. The new custom body is the finest expression of the sophisticated taste and masterly technique of Locke, who designed it. The sloping bas-relief modeling which sweeps with graceful flourish across the lower silhouette and the curve of the section of the body are new notes in roadster appear- ance—focal points of charm anddistinction. Therum- ble seat compartment has a door on the curb side and a separate windshield, fitted, like the folding wind- shield in front, with non-shatterable glass. Beside this alluring newness of custom-body treatment, the new Imperial Roadster possesses that smooth, animated, sparkling performance which instantly typifies the masterful genius of Chrysler engineer- ing. Price $2895 at the factory. Wire wheels extra. CHRYSLER IMPE RIAL. comicbooks.com