Life, 1911-12-07 · page 19 of 112
Life — December 7, 1911 — page 19: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a full-page automobile advertisement for the Detroit Electric car, published in *Life* magazine. The ad positions the electric car as a luxury Christmas gift for women ("wife or daughter"), comparing it to childhood magic. The imagery shows an elegantly dressed woman boarding the vehicle, emphasizing comfort and refinement over speed or power. The key selling point is Thomas Edison's endorsement: Edison personally chose the Detroit Electric and allowed it exclusive use of his superior nickel-steel battery, which allegedly outperforms lead batteries while weighing 325 pounds less. The ad emphasizes features appealing to early 20th-century affluent consumers: aluminum body panels, chainless drive, dual braking systems, and smooth pneumatic tires. The Anderson Electric Car Company positioned electric vehicles as sophisticated, safe, and reliable—the opposite of gasoline cars' association with noise, danger, and mechanical difficulty. This reflects the pre-Model T era when electric vehicles competed seriously with gas engines, particularly among wealthy urbanites and women drivers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
HE Santa Claus of childhood days, the fairyland of childhood dreams, were not more wonderful than the magic of this modern equipage, which takes you in tranquil luxury wherever fancy directs. What more exquisite expression of the Christmas spirit could you give to wife or daughter than a Detroit Electric. It carries throughout the year—from Christmas to Christmas—the holiday spirit, In it Milady travels through the cold of December or the heat of August in stately comfort and independent privacy. Thomas A. Edison has chosen the Detroit Electric exclusively as the one car properly made to use efficiently the tremendous capacity of the Edison battery. The Detroit Electric is the only electric pleasure car allowed to install his famous battery. Think what this means! The Edison battery in a Detroit Electric saves 325 pounds in weight over the lead battery and still gices much greater permanent capacity. The Edison batlery is an investment—not a running expense. For 1912 we build one chassis in four sizes, 85-inch, 90-inch, 96-inch and 12-inch wheel base, all with drop frames, permitting low hung bodies. Ten stunning body designs. Anderson Electric Car Company 409 Clay Ave., Detroit, Mich. BRANCHES: New York, Broadway at 8oth Street, Chicago, 2416 Michiran Avenue, , Brooklyn, Kansas City, Minneapolis, Cleveland, St. Selling Representatives in Leading Cities. All body panels are of aluminum. They do not check, crack or warp. That means long life, continued beauty of finish and easy repair. All fenders are of aluminum, full skirted to protect car from dirt. All models equipped with our Direct Shaft Drive —Chainless." Brakes are extra powerful, with double safety device (patented), operated by either hand or foot, or both. Wonderful springs of improved design smooth over any unevenness of the road. Ball bearing steering knuckles make steering remarkably easy. Your choice of pneumatic or Motz Cushion Tires. BATTERIES:—Edison—nickel and steel; Detroit, Iron- clad or Exide lead. Edison and Ironclad at additional cost. Do not hesitate to werite us Jor any information you ‘may desire. Art Catalog now ready. Sent on request. Shalt Dawe Chainless comicbooks.com