Life, 1905-07-06 · page 44 of 44
Life — July 6, 1905 — page 44: what you’re looking at
What you’re looking at
This is primarily a **car advertisement**, not satire. Published in *Life* magazine (July 6, 1905), it promotes the Decauville, a French imported automobile. The illustration shows an elegant touring car carrying well-dressed passengers through a snowy landscape with Mount Fuji in the background—suggesting the car's sophisticated, international appeal and reliability in challenging conditions. The "facts" listed are marketing claims emphasizing engineering superiority: a steel frame, dual ignition systems, racing heritage (noting a 1902 speed record still unbeaten in 1905), and an unlimited guarantee. The slogan "Buy Your Car on What You Know" appeals to rational, fact-based purchasing rather than impulse. The Selden Patent reference is significant: Selden held a monopoly patent on automobiles, and being "licensed" under it was a major selling point legitimizing the vehicle legally. This represents early automotive advertising targeting affluent, educated consumers during the industry's infancy.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Buy Your Car on What You Know In building your automobile knowledge construct your foun- dation on facts. And don't buy except on facts. There are real reasons for the superionty of ‘THAT DECAUVILLE CAR”’ Here are the facts that are selling “ Decauville ” machines to-day : Fact 1—That Steel Pan.” The entire machinery is placed on a solid, flat, unweenchable stsel bed, which keeps everything in perfect alignment and cannot be damaged by anything short of a total wreck Fact 2" That Decauville Engine.” The triumph of eagins science, the product of ten years of practical tests on the road. Two separate Gad independent ignition systems. Speed governed hy a variable lift inlet valve, automatically throttled when changing gears, which prevents “racing” of engine. Fact 3—"* That Decauville Racer.” Now on the track for the fourth season. In 1902 made a mile in 48 seconds. Ia 1905 still making the same time. 1905 car is the development of the Decauville racer. High grade workmanship and material and “ knowledge” of automobile construction is the secret of " Decauville” enduring qualities. Fact 4—" That Decauville Guarantee.” An unlimited guarantee not only replaces parts—it insures perfect reliable mechanism, ele we could not afford to give such a guarantee. 4 For refinement of detail, strength and simplicity of construction, and luxurious comfort, “* That Decauville Car" is without a peet. Send for beautifully illustrated catalogue, with more facts DECAUVILLE AUTOMOBILE COMPANY Sole American A3eat Licensed Importer Under Selden Patent SALESROOM : —136 West 38h Street GARAGE : -—1,684 Broadway NEW YORK Bostcn Branch ; —733 Boylston Street, Boston, Mass. For your peace of mind we carry a complete stock of Decauville parts zt for immediate replacement in case of accident comicbooks.com