Life, 1911-04-06 · page 7 of 76
Life — April 6, 1911 — page 7: what you’re looking at
What you’re looking at
This is a **straightforward automobile advertisement**, not satirical content. The White Company, based in Cleveland, marketed their gasoline-powered cars by emphasizing engineering excellence and durability. The ad argues that White cars embody "efficiency"—maximum performance at minimum cost—through careful mechanical design. The illustration shows a early 1900s open-air touring automobile. Key selling points highlighted: the engine's long-stroke design, use of modern steel alloys, compression-release feature for easy starting, and the claim that White cars "improve with age." The company invites readers to request catalogues and owner testimonials. This represents typical early automotive advertising emphasizing technical specifications and reliability to convince consumers in an era when cars were still luxury items requiring detailed justification.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
cori MICH Er DETROIT. White Efficiency } @ Efficiency in all forms of mechanics is always based upon maximum per- formance at minimum cost. This effi- ciency is nearly always associated with simplicity of design—the straight line route—the elimination of inessentials. It has been said of the White gasoline engine that no part could be eliminated and the engine run—it is the whole science of gasoline-engine building re- duced to its simplest terms. The cylin- ders are of moderate size, but of the long-stroke type which develops tre- mendous power while using a compara- tively small charge. In other words, we have a powerful, efficient engine— the maximum of performance at a minimum cost. The White Well Built @ Above we have told of the design of the White engine—of its splendid sim- plicity and mechanical perfection of principles, but all this would mean lit- tle if not properly carried out in the factory—if the making were not right— if the best of materials which modern science has evolved were not used. But they are used—the latest steel alloys which secure the requisite strength— tenacity—toughness or rigidity, as re- quired. Nothing has been overlooked or omitted in the construction of the White cars. They are built to endure —built for continuous service. It is a fact voiced by countless owners of the White cars that they are better after a year or two of using—that they improve with age. @ Every White car has a compression release—a feature which eliminates all danger and makes cranking easy. In fact, White cars have every desirable feature you would want or expect in any car. Let us send you catalogues, list of owners in your locality, and their testimonials, The White 852 EAST 79th STREET, CLEVELAND OS Company comicbooks.com