Life, 1911-05-04 · page 35 of 56
Life — May 4, 1911 — page 35: what you’re looking at
What you’re looking at
This is a **full-page automobile advertisement**, not satire or political commentary. It promotes the Matheson Motor Company's "Silent Six" car—a six-cylinder vehicle priced at $3,500–$4,000 (circa 1910). The ad emphasizes the car's engineering superiority, claiming it's "intrinsically worth $1000 more" than competitors. It highlights the company's racing credentials: winning a 24-hour endurance race at Brighton Beach and twelve consecutive contest victories. The "Big Four" model is offered as an alternative for buyers wanting seven-passenger capacity. The illustration shows three well-dressed passengers in an open touring car, suggesting luxury and modern transportation. The "Secret of Silence" reference likely alludes to the car's quiet, smooth operation—a selling point for early automobiles. This reflects the early automotive era when racing success and engineering claims were primary marketing tools.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Intrinsically worth $1000 more than any other six- cylinder car, at no matter what price. It is the result of many years of successful experience in the development and manu- facture of exclusively high-grade automobiles by a Company whose guarantee is backed by a paid-in cash capital of $1,100,000.00. Winner of World's Record in 24-Hour Race on one-mile circular dirt track (1178 miles), for cars costing under $4,500, at Brighton Beach, August 19-20, 1910, and 12 First Prizes in 12 consecutive contests last season. The Matheson “‘ Big Four, ’’ which has been a consistent winner of first honors for five years past, is continued for those preferring a luxurious, powerful, seven-passenger car of four-cylinder type. Prices—Silent Sixes $3,500 to $4,000; Big Fours $4,000. Our catalogue and ‘ The Sceret of Silence" mailed on request. Applications of established dealers considered for open territory. Matheson Automobile Company WILKES-BARRE, : PENNSYLVANIA NEW YORK CITY BRANCH, 1886-1888 BROADWAY DISTRIBUTORS Chicago, Bird-Sykes Co., 2210 Michigan Ave. San Francisco, Matheson Sales Co., Van Ness Boston, Roy A. Faye Co., 823 Boylston St. Ave. and Jackson St. Buffalo, Matheson Sales Co., 726 Main St. Philadelphia, Johnson Motor Car Co., 326 N. Broad St.