Life, 1911-09-14 · page 31 of 46
Life — September 14, 1911 — page 31: what you’re looking at
What you’re looking at
This is **not satire or a political cartoon**—it's a straightforward automobile advertisement from *Life* magazine's 1912 issue. The page promotes the White Company's new "60" model automobile, a six-cylinder gasoline car. The advertisement emphasizes the car's technical innovations: its "en bloc" cylinder casting system and long-stroke engine, which the company claims make it fuel-efficient and mechanically simple—advantages over competing vehicles. The text describes a product line progression: the earlier "30" model, the newer "40," and now the luxurious "60" with greater power. The company appeals to potential buyers by referencing owner testimonials and the car's reputation across the country. This reflects the early automotive era when gasoline-powered cars were still relatively new and competing manufacturers promoted technical specifications as primary selling points.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Ig12 White Line Complete EREVER an automobilc is owned, from one end of our country to the other, the splendid record for performance of the White “30” gasoline car is known. It was the pioneer car of its type in this country, embodying the en bloc system of casting cylinders, and the long- stroke engine —features which make the engine probably the simplest on any market—and the most saving in the use of fuel. Encouraged by their splendid success with the “30,” a year ago the White “40” was brought out, retaining all the characteristic features of the “30.” Its success was instantaneous and the almost unlimited possi- bilities of the White design was conceded on all sides. A Six-Cylinder “60” White For 1912, to make their linc one of thc most complete ever presented by one concern, The White Company have produced a Six Cylinder “60.” This car, too, retains all the essential features of the White construction heretofore, and is found to be just as economical to operate proportion- ately as either the “30” or “40.” This car has the almost unlimited power to be expected in a car of this type. Like all White cars, it is built in a most luxurious style, every possible improvement modern en- gineering science has placed at the disposal of gasoline-engine building being employed to perfect White cars. They are designed and built to give the highest type of results, and they do it. Let the testimonials of countless owners be the indisputable proof— sent for the asking. The White #8 ay Company 852 East 79th Street, Cleveland | SaaS ROT Io oaoeaeaeelel comicbooks/com