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Life, 1909-11-18 · page 5 of 36

Life — November 18, 1909 — page 5: what you’re looking at

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Life — November 18, 1909 — page 5: Life, 1909-11-18

What you’re looking at

This is a **product advertisement**, not political satire. It promotes the Hupmobile automobile, priced at $750 (F.O.B. Detroit), manufactured by the Hupp Motor Car Company. The ad's humor is commercial rather than political: it appeals to buyers by positioning the affordable Hupmobile as comparable to expensive luxury cars. The tagline "Side by Side in the Same Private Garage with Cars of the Highest Price" suggests that owning this modest vehicle offers the same prestige as owning expensive automobiles. The copy emphasizes the Hupmobile's mechanical sophistication (4 cylinders, 20 horsepower, Bosch magneto) and performance capabilities (50 mph speed, hill-climbing ability) to justify its value proposition. The satire targets buyer psychology—making an inexpensive car seem aspirational—rather than addressing political or social issues.

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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

“LIFE: Side by Side in the Same Private Garage with Cars of the Highest Price—the Dashing @ The difference between the big car and the Hupmobile is just a relative difference—a difference in size but not in quality. Both are made from the same fine metals ; both are the brain- children of skilled designers — the Hupmobile a long cherished ideal of E. A. Nelson, whose fine engineering ability has never lent itself to anything less worthy than cars of the higest calibre. “[ want one of those Hupmobiles,’’ says the man with the big acome. Phey’re smart and stylish and I can jump in and skim away a dozen times a day where I wouldn’t want to bother with my big car.”” vant one of those Hupmobiles,”’ says the man with the mod- st income. ‘*They’re just what I’ve been waiting for—a thoroughly sound piece of automobile engineering at a price that I can afford to pay.” The Hupp Motor Car Company will not have it said that the Hupmobile is any an honor car than the car that costs ese two classes who are buying them by the hundred, the $7500 instead of $750. t man to grasp the goodness and the soundness of the Hupmobile is the man who owns a fine big car which costs It will not have it said that the Hupmobile is any less sturdy— him five or maybe ten times as much money. any less substantial. (F.0.B. Detroit) 4 Cylinders 20 Horse Power Sliding Gears Bosch Magneto Fifty Miles an Hour is no Extraordinary Speed for the Hupmobile— and it will Climb any Hill that the Biggest Automobiles can Climb A rear spring system of an entirely new type which absorbs about 99 per cent. of the road shock, an ignition equipment precisely the same as you get fon a $5000 car (the Bosch magneto,) an engine oiler operated and regulated by the throttle at the steering wheel, the oil warmed by . water from the radiator; the efficiency of the gas mixture height- f you y 1 ‘ou'll see that the steels employed a i 8" If you know anything about metals, you'll see that the steels employed are ened and carburetor adjustments obviated by a hot air connec the very best and finest. . . | tion with the carburetor axles, expecting them to Le slight and skimpy, you'll | \tter you've recovered from your astonishment at the dashing appearance of the Hupmobile, your first impulse will be to look for some lack of sturdiness in the construction to account for the $750 price. You won't find it. These are a few of the Hup ed strength and toughness sufficient to support twice the weight When you lift the hood, you'll uncover a power plant that's a perfect gem of smooth and scientific workmanship—with an offset crank shaft; all bearings made of Parson's white bronze; and a cam shaft absolutely noiseless in its operation. When you come to the transmission, you'll find the selective sliding gear type—with gears cut from the hardest and toughest steel. Even on the costliest cars you've heard the clash of the gear-mesh in shifting gears—but you'll listen in vain for that grinding sound when shifting the gears on the Hupmobile. Specifications: 4 cyl..20 H_ P., 3% in. bore, 3% in. stroke : water cooled : rank ‘shaft: fan bladed fly wheel in front; Parson's white bronze bearings : noiseless cam shaft TRANSMISSION Selective sliding gears. shifting without noise. CLUTCH —Multiple disc ype, runaing in oil REAR A Shaft drive ; BRAKES foot and wo emergency (internal -xpanding) lined with Thermoid on rear hubs TON —Bosch high tension magneto hes. WH TREAD—% inches SPRINGS—Semi-elliptical front, patented cross spring rear. PMENT—Two side and tail oil Lamps, dragon horn, tools, repair kit, pump. WEIGHT ~fi0o pounds, regular equipment. Hupp Motor Car Company, -et-s. Detroit, Mich. mobile features which will send your admiration for the little car up and up HuPP by leaps and bounds. MOTOR CAR COMPANY Dept. “3 Detroit, Mich. Send the coupon for the literature and the name of the Hup mobile dealer, so that you can see the car for your self. Send the 1910 liter- ature and name of Hupmobile dealer to Address comicbooks.com