Life, 1911-03-16 · page 3 of 44
Life — March 16, 1911 — page 3: what you’re looking at
What you’re looking at
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.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“Never again for a water-cooled car; Franklin air cooling is best.’’ —Hiram Percy Maxim. Here is an engineer of world wide fame, the inventor of the Maxim Gun Silencer, for years the designer of a prominent water-cooled car. He gives up water cooling and adopts the Franklin because it gives ser- vice that no water-cooled car can give. He says: “I tried out a Franklin for a year, put it through all sorts of stunts and [BR] KKK KEKE KKK KK EEK KKK RRR KK KK KK ERK EK KKK was firmly convinced that air cooling was best. “During one of the hottest days in summer I drove it 150 miles. If it was ever going to get hot it was right then. Far from it. It performed as steady asa top and took one of the worst hills in the country, on high gear. “The Franklin air-cooled motor is quick in response to the throttle. The greatest efficiency is attained because the metor is uniformly warm. “Another thing—with the air-cooled automobile there is a reduction in the weight of the car. Light weight means a saving ontires. This is one of the strong points of air-cooled machines. “All makers will some day come to the air-cooled way of thinking. There are the best of reasons for the change.”’ Designers of water-cooled cars admit that water circulating systems give trouble. Radiators, no matter how well designed, are delicate things. With an air-cooled automobile the radiator, water pump and piping are eliminated. ' Two ‘‘sixes’’ and two ‘‘fours’” make up the Franklin line. Prices range from $4500 for the luxurious six-cylinder, seven-passenger, forty-eight-horse- power Model H to $1950 for the ever popular four-cylinder Model G, the most favorably known small car built. Write for the booklet ‘‘Hiram Percy Maxim Air-Cooled Convert’. It is an intensely interesting interview with Mr. Maxim, given out in his home city and reprinted from Hartford Daily Times, December 31, 1910. If you are interested in motor car construction we want to send you our catalogue. Will you favor us with your mailing address ? H H FRANKLIN MANUFACTURING COMPANY Syracuse N Y Member A. L. A. M. FRANKLIN AUTOMOBILE COMPANY Syracuse N Y ; SOLE DISTRIBUTOR comicbooks.com