Life, 1909-11-18 · page 26 of 36
Life — November 18, 1909 — page 26: what you’re looking at
What you’re looking at
This is primarily an **advertisement**, not satire or political content. It promotes the Herring-Curtiss Aeroplane through Wyckoff, Church & Partridge in New York City. The page's opening text frames early aviation as an emerging consumer product, drawing a parallel to the automobile's adoption. It notes Europe leads in airplane purchases but claims America produces "the lightest, speediest, and most practical aeroplane yet designed"—nationalist boosterism typical of early 1900s advertising. The Herring-Curtiss plane won the International Cup at Rheims, a real aviation competition. The ad exploits this prestige to encourage American orders, offering special pricing for delivery after January 1, 1910, and promising in-flight demonstrations before purchase. For modern readers: this shows aviation transitioning from spectacle to luxury consumer goods, marketed to wealthy amateurs willing to pay substantial sums for experimental machines. The tone reflects pre-WWI American optimism about technological superiority and private ownership of cutting-edge technology.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Drive an Aeroplane q The operating of an aeroplane, readily handled by the amateur, is now an assured fact. @In the number of aeroplanes already purchased Europe is far in advance of America, This was likewise true with the introduction of the automobile. q Our Paris correspondent writes us that hundreds of aeroplanes have been sold to . private individuals in Europe. One manufacturer, alone, has sold 112—many of the early deliveries at large premiums. GA substantial interest has also begun to arouse Americans. A great wave of enthusiasm has set in, and, although more different makes of heavier-than-air machines are to be had abroad, to America belongs the distinction of producing the lightest, speediest, and most practical aeroplane yet: designed. The Herring-Curtiss Aeroplane ||| . amply demonstrated its supremacy at the recent Rheims international meet by winning the coveted International Cup, which brings to America next year the big world’s contest. @ We invite those interested to favor us with a call. Americans desiring to enter the international contest next year should order machines early to secure prompt delivery, so as to be ready for the different events. GA special inducement will be made to those ordering now for delivery after Jan. Ist, 1910. Every HERRING-CURTISS AEROPLANE is demonstrated P in flight before delivery to the purchaser. Call or write to Aeronautical Department, comicbooks.com