Life — March 16, 1911 — page 3: what you’re looking at

What you’re looking at

# Franklin Automobile Advertisement This page is primarily a **product advertisement**, not satire or political commentary. It promotes Franklin automobiles' air-cooling technology versus traditional water-cooled engines. The ad features a testimonial from **Hiram Percy Maxim**, identified as an engineer and inventor of the Maxim Gun Silencer who previously designed water-cooled cars. His endorsement claims air-cooling is superior because it: - Performs reliably in extreme heat - Provides faster throttle response - Reduces vehicle weight (saving on tires) - Eliminates radiator and water-pump complications The ad positions air-cooling as the future standard for automobile manufacturing. Two Franklin models are advertised: a luxury six-cylinder and a popular four-cylinder. This represents early automotive marketing using celebrity endorsement and technical specifications to persuade buyers.