Life, 1910-06-02 · page 37 of 56
Life — June 2, 1910 — page 37: what you’re looking at
What you’re looking at
This page is primarily **automobile advertising**, not satire or political commentary. It contains four separate ads from the early 1900s automotive era: 1. **Brooks Brothers** clothing ad—selling motorist-specific wear ("Motor Clothing," "Polo Ulsters") 2. **Truffault-Hartford shock absorber**—featuring an illustration of an early car navigating rough roads, advertising suspension technology as a comfort innovation 3. **Solareclipse lamp**—promoting dual-beam headlights that could switch between searchlight and diffused modes for different driving conditions 4. **Casgrain Speedometer**—marketing a liquid-filled speedometer claiming accuracy unaffected by vibration or wear The implicit theme: early automobiles faced real comfort and technical challenges (rough roads, inadequate lighting, mechanical unreliability). These ads target wealthy motorists by positioning products as solutions to driving's practical problems. The ads reflect a period when motoring was still novel, expensive, and mechanically challenging.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
"stmousnco 8 CLOTHING ceetoem Parnishing bs, Spring and Summer Weight Garments for Dress or Sporting Wear. Riding Suits and Odd Breeches in Cottons and Shantung Silks. Light Weight Mackin- toshes for Saddle Work or Motoring. Motor Clothing, Liveries, Kennel Coats. English Hats, Haberdashery and Leather Goods. Russia Calf or Buckskin Shoes. Polo Ulsters and Silk Waistcoats. Blazers. Send for Illustrated Catalogue. BROADWAY, Cor. TWENTY-SECOND ST., NEW YORK Newport Branch, 262 Bellevue Avenue, after June 10th. OVER ROADS LIKE THESE, WITHOUT DISCOMFORT IT SEEMS IMPOSSIBLE, ORDINARILY If WOULD BE, BUT THIS CAR IS FITTED WITH THE TRUFFAULT-HARTFORD SHOCK ABSORBER, THE DEVICE THAT MAKES ALL ROADS. SMOOTH ROA HARTFORD SUSPENSION CO 165 BAY ST., JERSEY CITY f NEW ¥¢ O1 MICHIGAN AWE Diagram Showing Two Fields of Light Two Fields of Light in One Lamp There are times when the motorist requires a searchlight beam—when ‘xeding in the country, for instance. are other times—in cities or where traffic is congested—when the beam is a menace or is forbidden by law. Here it is more neces- ight up the road immediately in front and around the car. The ideal Lamp is the one which combines both fields of light, and this ideal is realized oaly in the Solarclipse The Two-Ray Light Projector ‘nted optical combination affords in the Solarclipse both a_power- -archlight beam and a widely diffused area of light for or for “seeing ‘round the corner.” When necessary or blinding searchlight beam can be instantly eclipsed by a simple ed from the driver's seat, and restored as quickly, without ay affecting the wide rays. Send for complete descriptive catalog Badger Brass Mfg. Co. Kenosha Wis: (3%) 8 A figure for | every mile Speedometer Wear can’t affect its accuracy The Casgrain Speedometer is ‘the different’? auto- mobile speed indicator. The dial is actuated by a | liquid force. Wear won't alter the reading because the | quantity of liquid is always constant. Jars or road vibration can’t affect it because there is no mechanical connection between the driving shaft and gears and the dial. Heat or cold won't alter the consistency of the special mineral oil used inside the instrument. These are facts—not theory. The Casgrain has ‘made good.” | We guarantee its absolute accuracy at all | speeds “for all time.” We'll furnish you a Casgrain for your car on thirty days’ trial. Attach it and give it every possible kind of a test. When you are satisfied the Casgrain is the speedometer YOU want, then remit. Ask for our booklet, ‘Speedometer Facts,” | and our "30 days’ trial” proposition. _ if not convenient to call, a postal will bring both by return mail. Casgrain Speedometer 1919 Broadway, New York City 53 State Street, Boston, Mass. 1025 comicbooks.com