Life, 1910-08-25 · page 2 of 40
Life — August 25, 1910 — page 2: what you’re looking at
What you’re looking at
This page is primarily **advertising**, not satire or political commentary. The left side advertises the "Jericho" motor car horn—a foot-operated signal device. The ad argues that drivers need a horn they can operate while maintaining steering control. It appeals to safety concerns and "mental freedom" from worry about signaling. The right side advertises the Speedwell automobile for 1911, emphasizing that high price no longer guarantees superior quality—a notable claim during early automotive competition. The illustration at bottom right shows two men in conversation, but without clearer context, the specific meaning is unclear. It may relate to automobile sales or ownership discussions. This represents typical early 1900s automotive advertising, when the industry was still establishing market standards and consumer expectations.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
JERICHO) THE PERFECT MOTOR CAR SIGNAL The necessity for a really efficient Motor Car Signal comes oftenest at the unexpected moment, when both hands are required to control the car. A JERICHO HORN is particularly adapted to such emergencies — be- cause it is operated by foot power. How easy a matter, and how natural an opera- tion, for the foot to depress a pedal as you gather yourself together for quick action. In such an effort, the brain, the hands, the feet, operate in unison, and if the signal employed be a JERICHO, you issue simultaneously a fair and rational warning, equal to the emergency, while in no way detracting from your faculty of control. Once equipped with the efficient JERICHO, you are no longer in anticipation of disaster. You experience a mental freedom—a fuller enjoyment of your car — and increased efficiency in its operation. Strong arguments in its favor, you must con- cede. There are others equally strong. Have your dealer tell you about them, or write direct to us for folder. Makers of “B-LINE” OIL and GREASE GUNS Entered at the Post Office at New Yor (Class Stal) Noone Poa Modet ¥ Spertal—Seven Pavrnger Tearing Car, Pore Doors 82000) The time is at hand when it behooves the man aby to buy a motor car to investigate values, This 1911 season will reveal the fact of the motor car, the Speed —as exemplified in the superb has ma Speedwell—that the topmost in efficiency price no longer necessarily Jy js ready to prove to the tha man the needlessness ¢ higher price implies superior worth. |In the changes and economies which have marked the development Literature mailed upon request. ‘The Speedwell Motor Car Company, 310 Essex Avenue, Huyton, Obie Liseased andor Selden Patent A For 1911 Model Speeial—spancecer Baars st “YOUR HONOR, IT IS A SERIOUS TAX ON MY CLIONT, HA TO PAY THREE SEPARATE ALIMONLES, MORE SPEC MALY WHE: xy 1908 ONY OF IAS EX-WIVES IS AT PRESENT RECEIVING Ati MONY FM TWO OTHER SOURCES.”