Life, 1910-10-06 · page 7 of 60
Life — October 6, 1910 — page 7: what you’re looking at
What you’re looking at
This is **not a cartoon or satire page**—it's a vintage automobile advertisement disguised as editorial content in *Life* magazine. The page advertises the **Truffault-Hartford Shock Absorber** for cars. It features a testimonial (with signature) from someone identified as "Former President Chicago Automobile Club, Publisher Automobile Blue Book," claiming to have driven an Apperson car over 50,000 miles without breaking a spring thanks to this shock absorber. The advertisement uses pseudo-journalistic framing ("Deeds not words!") to present the product's technical benefits: reduced vibration, better comfort, and universal compatibility. The mechanical diagrams show how the absorber works between frame and axle. This represents early 20th-century advertising strategy: using celebrity endorsements and technical claims to market automotive components to an affluent audience.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“I have driven my Apperson over 50,000 miles without breaking a spring and ascribe this remarkable showing to the fact that my car has never been without Truffault-Hartford Shock Absorbers.” (Former President Chicago Automobile Club, Publisher Automobile Blue Book). Deeds not words! This is but one of innumerable instances where The TRUFFAULT ~ HARTFORD SHOCK ABSORBER has made good with a vengeance. Interposed between frame and axle of the automobile the Truffault-Hartford acts harmoniously with the spring, so regulating it that its action never becomes violent. Results Spring breakage is impossible; Wheels cannot skid or bounce ; There’s no jolt, jar or vibration; Car always rides easy and is subjected to less wear and tear. ; You become both comfortable and economical as soon as your car is Truffault- Hartford equipped. It can be done easily and quickly. 45 We can fit any car and make any Vutuhthmed Ava Car Fit for any road. NARTFORD SUSPENSION CO., Eow. Vv. HARTFORD, Pres., 165 Bay St., Jersey City, N. J. BRANCHES : NEW YORK : 212-214 W. 88th St. BOSTON : 319 Columbus Ave. PHILADELPHIA: 250 N/ Broad St . CHICAGO ? 1458 Michigan Ave. NEWARK, N, J.: 289 Halsey St.