Life, 1911-10-19 · page 29 of 48
Life — October 19, 1911 — page 29: what you’re looking at
What you’re looking at
This is a **product advertisement**, not satire or political commentary. Maxwell-Briscoe Motor Company uses statistical claims to market their moderately-priced automobiles. The ad claims that 91% of Maxwell cars manufactured in 1905 remain registered and in use seven years later—citing official New York State Secretary records (702 of 768 vehicles). This durability statistic is presented as proof that Maxwell cars rival far more expensive vehicles in longevity and reliability. The sales pitch argues that price differences between cars reflect "non-essentials" rather than quality, making Maxwell's moderate pricing a smart value proposition. The company invites potential customers to learn more about Maxwell performance and inspection service "without obligation." The large "91%" display is the advertisement's primary visual emphasis, designed to catch readers' attention with this seemingly impressive longevity claim.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
917% of the Maxwells made in 1905 are still in use CFEICIAL figures of the Secretary of State of New York show that 702 of 768 Maxwell cars made in 1905 and registered in New York are again registered this year—still in use after running about 50,000 miles during Seven Years’ Service This is proof of durability that no other car at any price can offer. It proves that a moderate- priced car, built the Maxwell way, lasts as long and gives the same service as cars costing many times as much. The difference in price is paid for non-essentials. It proves be- yond dispute Maxwell superiority. Let us tell you moreabout Maxwellcars. Their perform- ance and the company’s inspection service. We will gladly wait upon you to tell you more or to demon- stratethe car. This service involves no obligation. Our catalog and ‘How to Judge an Automobile” will aid you in choosing yourcar, Send for them. Maxwell-Briscoe Motor Co. Division of United States Motor Co: 17 West 61st Street, New York comicbooks.com