Life, 1911-04-13 · page 3 of 44
Life — April 13, 1911 — page 3: what you’re looking at
What you’re looking at
This is **not a cartoon or satirical content**—it's a straightforward automobile advertisement for Franklin cars, appearing in *Life* magazine. The page features three Franklin automobile models displayed at the top. The text promotes Franklin's signature feature: air-cooled engines rather than the water-cooling systems standard in competing vehicles. The advertisement emphasizes practical advantages: lighter weight, simplified mechanics, better tire longevity, and improved handling. Four specific models are listed with prices ranging from $1,950 to $4,500, positioning Franklin across different market segments from economy to luxury touring cars. The footer directs readers to request a detailed booklet about Franklin's air-cooling technology. This represents early automotive marketing emphasizing engineering innovation as a sales tool.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Franklin is the automobile with the simple, air-cooled motor. It is the motor car that thinking people everywhere are turning to more and more. Every automobile motor must be cooled by air, either directly or indirectly. Franklin air cooling is direct, and it is positive. It is the most satisfactory cooling system because it is the lightest, simplest and the most efficient. Separate currents of fresh, cool air, equal in volume, are drawn by the suction- fan fly wheel down over vertical steel cooling flanges set in the walls of each cylinder. The greatest efficiency is attained because the volume of cooling air increases with increase in motor speed. All cylinders are evenly cooled under every possible con- dition of driving. The motor is always kept at just the right temperature. Franklin air cooling saves in weight. The heavy, complicated, secondary cool- ing system of the water-cooled car is done away with. This, together with Franklin light-weight construction, lessens the load on the tires. Tire service on the Franklin is from two to four times greater than on other cars. The tires are not overloaded. Road shocks are minimized by full-elliptic springs. Blow-outs are avoided. Franklins are made in four distinct chassis sizes: Model H, $4500, the only large seven-passenger touring car that does not cost excessively for tires. Remarkable for its road ability and luxurious riding qualities. Model D, $3500, the Franklin “‘little six’’. First among all road cars, the only automobile that satisfies the demand for a light-weight, full-sized, five-passenger ‘‘six’’. Model M, $2700, an automobile the majority of users want ninety per cent of the time. A sensible, medium-sized car that the man of moderate means can afford to own and use every day. Model G, $1950, the best and most favorably known small touring car built. In quality, ability and beauty of design the G runabout is in a class entirely by itself. All prices are F. O. B. Syracuse. Send for intensely interesting booklet, ‘‘Hiram Percy Maxim, Air-Cooled Convert’. It relates one of the most interesting changes of mind ever made by an engineer of recognized authority. We will be glad to mail you a Franklin catalogue upon receipt of your mailing address. FRANKLIN AUTOMOBILE COMPANY Syracuse N