Life, 1911-01-12 · page 3 of 44
Life — January 12, 1911 — page 3: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**, but rather a straightforward **product advertisement** for Franklin automobiles, published in Life magazine around 1911. The ad promotes the Franklin's key innovation: **air-cooling** rather than water-cooling. It argues this design saves owners two-thirds of typical tire expenses by reducing weight and strain on pneumatic tires. The advertisement addresses consumer concerns about tire reliability—a genuine problem for early automobiles—by explaining the mechanical advantages of the Franklin's engineering. The ad emphasizes practical benefits: durability, comfort, health, and economy. It lists available models (ranging from four to six cylinders) and claims the 1910 model averaged over 2,500 miles without punctures. This reflects early automotive marketing's focus on **technical specifications and reliability** rather than style or luxury.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
You save two thirds of the tire expense common to other motor cars when you buy a Franklin. No matter what price you pay for an automobile, if it blows out tires it is going to cost you too much. What is: the cause of tire trouble, poor tires or something else? “If the load on pneumatic tires never exceeds the elas- tic limit of the rubber they will endure a very long time, whereas if loaded but slightly beyond the elastic limit they soon go to pieces.” That is what Hudson Maxim says. He is right. The evil is overloading. Blow-outs, punctures, stone bruises, all come from too much weight on the tires. How the Franklin overcomes tire troubles. Three things have to be considered—tire size, weight of car, riding ease. Franklins, light-weight and resilient, are easy on tires. In addition their tire equipment is extra large. The tires are never overloaded, That is, they are not overloaded beyond their elastic limit. Franklins go from three to four times farther on a set of tires than do other automobiles. Tire expense is not a burden. Actual reports show that 1910 Franklins have made the wonderful average of over 2500 miles without punc- tures and with blow-outs practically unheard of even up to 8000 to 10000 miles. Will all automobile engines be air-cooled ? The simplicity of the Franklin air-cooled motor, its reedom from freezing and heating troubles, its high efficiency, lead many people to predict that all automo- biles will be air-cooled. Franklin air cooling eliminates the weight of water and water ccoling apparatus. There is no mechanism, nothing to get out of order. The highest economy is secured. Health and comfort conserved. Well tired and light-weight, Franklins ride easier than heavier cars. Their full-elliptic springs absorb all road -shock. Vibrations are completely taken up by the springs and laminated wood chassis frame. Riding does not become tiresome. There is never any feeling of being worn out. Health and comfort are conserved. Not only are Franklins easy riding, easy on tires and free from freezing trouble, but they go the fastest and the farthest in a day. In the Franklin line for 1911 are two ‘sixes’? and two ‘‘fours’’. There is a Franklin for every requirement. Franklin models include a six-cylinder, seven-passen- ger touring car; a six-cylinder, five-passenger touring car; a four-cylinder, four-passenger touring car; double and single torpedo-phaetons, a special speed car, limousines and landaulets. Franklin enclosed cars, having air-cooled motors, are absolutely dependable for winter use. Their full-elliptic spring suspension makes riding delightfully comfortable. The new Franklin hood with its graceful sloping lines meets the body without a distinct break and gives Franklin automobiles a smooth, clean and extremely agreeable efiect. Write for. Franklin catalogue H H FRANKLIN MANUFACTURING COMPANY Syracuse N Y Licensed under Selden Patent FRANKLIN AUTOMOBILE COMPANY Syracuse N Y SOLE DISTRIBUTOR comicbooks.com