Judge, 1899-08-05 · page 11 of 16
Judge — August 5, 1899 — page 11: what you’re looking at
What you’re looking at
This is primarily **advertising content**, not satire—though Judge's inclusion of it is telling. The page promotes electric automobiles from Fischer Equipment Co., using Woods patents. The "satire" lies in Judge's framing: the title "In The Line of Progress" ironically presents these vehicles as revolutionary replacements for horses. The top photograph shows horse-drawn carriages alongside early electric cars—a visual commentary on technological transition. The advertisement's language reveals period anxieties: it emphasizes that electric cars require "less skill" than horses, can operate in any weather, need no "harnessing," and cost "little more than a good horse." These reassurances suggest the target market—wealthy, cautious consumers skeptical of new technology. By 1900s standards, this represented genuine innovation: electric vehicles were briefly competitive with gasoline cars before being displaced. Judge's placement suggests both promotion and gentle mockery of the "automobile age" enthusiasm gripping America's elite.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
(From a recent photograph of Motor Vehicles made by the Fischer Equipment Co., under the Woods patents.) Woods’ Electric Moto=Vehicles This signifies the passing of the age of the horse and the birth of the age of the Motor Carriage for popular use. Woods’ Electric, Moto-Vehicles—A child can operate. guide and control them. They require less skill in management than the average horse. ‘They are ready for instant service at any hour of day or night, with none of the bother of harnessing or previous preparation. They can be used in all sorts of weather without fear of injury. They cost little more than a good horse and a vehicle of equal design and finish, and practically the only cost for main- tenance is that involved for electric current when the vehicle is actually in use. The luxury, convenience and comfort attending the possession of one of these vehicles will appeal to every one. Over 30 different styles of Vehicles, including almost every design in carriage construc- tion, from the finest Brougham or Victoria to the light road-buggy, are now made under the Woods patents by the Fischer Equipment Co. of Chicago, and the General Electric Co. of Toronto. ‘The Woods patents embody proved and perfected systems of driving mechanism, steering and running gear, batteries, etc. Every vehicle is a triumph of artistic carriage building, and is sold under absolute guarantee as to service, Exclusive and discriminating buyers will investigate our carriage-making. A handsome and expensive book, showing some of our latest successes in Moto-vehicles, will be sent to responsible parties desiring it. Kindly mention Juper when writ The Fischer Equipment Co., Michigan Avenue and 2oth Street, CHICAGO, ILL., U. S. A.