Life, 1910-02-17 · page 31 of 44
Life — February 17, 1910 — page 31: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**, but rather a straightforward automobile advertisement from *Life* magazine's advertising section. The Elmore Manufacturing Company promotes their "Valveless Two Cycle" automobile against competing four-cycle engines. The ad uses rhetorical questions to challenge potential buyers: haven't you considered that a superior four-cycle car might still lack the unique benefits of a two-cycle engine? The two main selling points are: (1) superior "running qualities" and continuous torque demonstrable in side-by-side comparison, and (2) lower maintenance costs due to fewer moving parts (no valves, simplified ignition and gasoline systems). The Model 36 costs $1,750; the larger Model 46 costs $2,500. The company promises to send literature and arrange demonstrations. This reflects early automotive competition (circa 1910s) when engine technology wasn't yet standardized—two-cycle engines were genuine competitors to the four-cycle design that eventually dominated. The ad's confident tone suggests Elmore believed their technology superior.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Two DISQUIETING THOUGHTS WHICH SHOULD IMPEL YOU TO INVESTIGATE THE Ke Model 36--36 H. P., 4 cylinder, 4 passenger Demi-Tonneau--$1750 Model 36 a'so supptied as five passenger Touring Car, Landaulet and Doctors’ Coupe. * Model 46—46 H. P., 4 cylinder, 7 passenger Touring Car, $2,500. Also supplied as Limousine. Has it occurred to you that it is entirely possible to know all about four cycle cars and still be depriving yourself of comforts, advantages and economies, which are foreign to the four cycle and peculiar to the Elmore valveless two cycle? oe: For instance: ‘ [1] Supposing that you drive a car which is admitted to be the most perfect example of four cycle manufacture produced on either side of the ocean — you still do not secure the superb and utterly different running qualities which every Elmore owner enjoys; because these qualities result directly from the continuous torque of eG! two cycle engine. You can prove this conclusively.in an hour’s demonstration of the Elmore side by side with yt ¢" car—stepping from one to the other for purposes of comparison. [2] Supposing that you have made a’scientific study of economical upkeep; and have reduced the cost of maintenance toa four cycle minimum —your car still costs you more than the Elmore costs to maintain; because the Elmore valveless two cycle engine either eliminates entirely or reduces greatly the chief causes of expense. This refers to repairs, ignition, gasoline and tires. You can satisfy yourself that this is true by merely ELMORE investigating the nature of the two contrasting types. MEG. CO. Unless extrinsic considerations intervene, you will discard your fine four cycle car 2904 Amanda St. for an ELMORE if you secure an adequate demonstration. At any rate, Clyde, Ohio you owe yourself a knowledge of the differences between the two types— the four cycle and the Elmore valveless two cycle. The literature which we will gladly send you, will prove a revelation, ELMORE MANUFACTURING COMPANY 2904 Amanda Sireet, Clyde, Ohio Licensed under Selden Patent Please send me the Elmore literature and tell me where I can arrange for a domonstra- tion of the Elmore. comicbooks.com