Life, 1910-07-07 · page 46 of 48
Life — July 7, 1910 — page 46: what you’re looking at
What you’re looking at
This is **not a cartoon but a persuasive advertisement/editorial** from *Life* magazine promoting membership in the American Automobile Association (A.A.A.). The piece uses guilt-based rhetoric to pressure motorists into joining the organization. Its central argument: you cannot legitimately complain about poor roads, unfair motor laws, expensive hotels, or garage overcharges **unless you actively support the A.A.A.'s reform efforts**. The piece appeals to motorists' self-interest while reframing participation as a collective duty—even small individual contributions, when combined, fund major infrastructure and legislative improvements across this "great big country." The A.A.A. is positioned as the sole legitimate representative of motorists' interests, with 36 affiliated state associations and 250 clubs. The copy criticizes low membership (only 30,000 of 500,000+ car owners) and directly solicits readers to join, visit their Fifth Avenue headquarters, or request their publication *The American Motorist*. **It's essentially a membership drive disguised as moral argument.**
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
You Have No Right To Kick I About Bad Roads, Unjust Laws Against Motorists, Poot Hotel Accommodations at Extortionate Prices, Excessive Garage Charges, or Any of the Annoyances Which You, as an Automobile User, Meet With, Unless You Have Done Something to Assist in Remedying These Disagreeable Features in Motoring. You do not need to give your valuable time toward the improvement of roads or the regulation of motor legislation. You do not even have to pay out a large sum of money. But the little you can do is helpful, to add to the little the other fellow can do, in order to make up the large sum necessary for the advancement of this work throughout the country. This is a great big country, as every man. who has toured it behind a gas engine knows. There is a lot to be done before all the drawbacks to pleasurable interstate travel by car are removed. And do not forget, it can never be done in time to give you the benefit of it unless you help a little. If there is an Automobile Club in your neighborhood, join it. If it is dragging behind, try and put some life into it. If it is not affiliated with the State Association of the American Automobile Asso- ciation, the national motor governing body, see that its application is filed at once. There are now Thirty-Six State Associations affiliated with the A. A. A. They contain some 250 odd clubs. These are the workers who are bearing the burden for Better Legislation, Good Roads and Touring Information progress for the Whole Army of Motorists. There are over a half million car owners and users in America, and only thirty thousand of them are Affiliated for the Cause of the Whole. If you are not in this Affiliation, you are not holding up your end. This is the day of organized effort, and with thorough organization the automo- bilists of the country can accomplish much in facilitating the use of the motor- driven vehicle. That is why the American Automobile Association was formed, and its persistent growth indicates the actual need for its existence. Every member of the A. A. A. receives, once a month, a copy of The American Motorist, the official publication of the Association, etch has its National Headquarters at 437 Fifth Avenue, New York City. Here it is that one can obtain all information in regard to the Association and its work. Call at that address or write for the A. A. A. Plan of Campaign. comicbooks.com