Life, 1929-07-05 · page 31 of 41
Life — July 5, 1929 — page 31: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward automobile advertisement for the Lincoln motor car, likely from the 1920s-1930s based on the style and vehicle design shown. The ad promotes the Lincoln as equally suitable for wealthy leisure destinations ("Newport," an elite Rhode Island resort) and rugged, remote locations ("Medicine Bow," a Wyoming frontier town). The copy emphasizes the car's performance, comfort, and durability across diverse driving conditions. The advertisement leverages social aspiration by name-checking prestigious custom coachbuilders (Dietrich, Judkins, Locke, Willoughby, Le Baron, Brunn)—implying that owning a Lincoln reflects refined taste and status. The image shows an open touring car with well-dressed passengers, reinforcing the luxury positioning. This represents early automotive marketing targeting the affluent market segment willing to invest in extended summer travel.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
oe ee YOUR LINCOLN WILL BE EQUALLY AT HOME IN NEWPORT OR MEDICINE BOW AWWW 7 An open car that combines grace and beauty of contour, with unusually happy effect Summer takes the measure of a motor car. In the mountains, in the deserts, at the watering places . wherever tired city dwellers seek the sun and air. If it has fail- ings, it will show them there. That is why so many Lincoln owners fail at first to realize how really fine a motor car they drive. Its effortless performance on smooth city streets has given no indication of its powers, The first real test comes almost as a revelation. Once in the open, the Lincoln shows its mettle. It is powerful. It is fast. Vibration has been reduced almost to the vanishing point. It is extremely commodious and com- fortable . . . easy to steer and safe to drive. It needs no breaking in. It holds the road. To the man who spends the greater part of his vacation in his car, these things are important. And to the man who takes his Lincoln to a resort and keeps it there, it is equally important and gratifying to see how smart it looks .. . how creditably it reflects his taste. For the Lincoln represents the skill of such custom coachmakers as Dietrich... Judkins... Locke... Willoughby ... Le Baron... Brunn. It is a beautifully constructed motor car, inside and out. It is because of their faith in the Lincoln that its makers urge upon every Lincoln owner the most ex- tensive use of his car this summer + knowing that it will make its sure and rich return of pleasure ++ Of satisfaction ... of loyalty. rue LINCOLN . . comicbooks.com