Life, 1911-12-14 · page 38 of 40
Life — December 14, 1911 — page 38: what you’re looking at
What you’re looking at
This page is **primarily an advertisement** for the Rauch & Lang electric automobile, a Cleveland-based manufacturer. There are no political cartoons or satirical content visible. The ad promotes the car's key innovation: a single lever control system that handles acceleration, braking, and stopping through simple forward/backward motions. The marketing emphasizes safety and simplicity—notably claiming that even "twelve year old children" can operate it safely, which speaks to early-1900s attitudes about vehicle design. The right column lists newly published books, a common LIFE magazine feature. The Rauch & Lang company notes their cars will be exhibited at the Waldorf Astoria hotel in New York from January 6-15, suggesting this is a dated advertisement from that period. The page reflects the era when electric vehicles competed seriously with gasoline cars before ultimately losing market dominance.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
No Other Electric is Controlled Like the Rauch & Lang There’sa point about Rauch & Lang Elec- trics that’s vitally different from anything in any other car. It is the Rauch & Lang con- trol—the utter simplicity of it. Here is a lever that does all the driving through the simple motions of pushing it forward and pulling it back. It starts the car slowly, without a jerk. It increases the progress with a gradual flow of power. No ‘jumping’ from cne speed to another. It retards the car with an electric brake—you simply pull the lever back. It grips the wheels tight and stops the car instantly if pulled all the way back. And it is, of course, the natural impulse to pullit way back in emergencies. There can be no mistake with this lever— no matter in what position it is—no matter at what speed—for all power can be in- stantly shut off by simply dropping the hand onthe metal ring at rear of handle. the lever must first be brought back to neu- tral before the car can start. Accident through forgetting is thus made an impossi- bility. Twelve year old children drive Rauch & Langs. There was never a vehicle simpler to operate, This ccntrol alone is a vital reason why you should see this car. The finish, upholstering, appearance and spaciousness are points that best appeal at close range. Our catalog goes into detail, but the Rauch & Lang agent, with the car right before you, can show you how these details all fit together. The Rauch & Lang car is a perfect whole, from every stand- point cf periection. To miss see. ing it before buying a car is to fail’to employ your best judg- ment, for all cther cars must be judged by this—must be compared with this standard. The new Rauch & Langs are on show in your city. Send in your name now for an early demon- stration. By delaying today you may have to wait till next year. The Rauch & Lang Carriage Company Clevelan 2334 West 25th Street Additional exhibits at our New York branch show room, Broadway & 58th Street. Exide Battery standard equip- ment, Speciai Electric Pneu- matic or Motz High-Efficiency Cushion Tires optional. on Stach Ctr FROM JAN. 6 TO 1s Rauch & Lang cars will be on exhibit in the Beautiful Turkish Room of the Waldorf Astoria, N.Y. The Search Party, by G. A. Birming. ham. (Hodder & Stoughton. $1.20.) The Leaves of the Tree, by Arthur Christopher Benson. (G. P. Putnam's ons. $1.50.) The Myrtle Reed Year Book, by Myr- tle Reed. (G. P. Putnam's Sons. $1.50.) That Goes Wrong, by Regi- nald Wright Kauffman, (Moffatt Yard & Company. $1.25.) One Chance in a Hundred, by Eliza- beth W. Johnson. (R. G. Badger, Bos- ton, ) $1.25.) Blades and Blossoms; by Rz Buttz, (R. G. Badger, Boston, M Asure and Silver, by Winfield Lionel F. Lyon. (R. G. Badger. $1.25.) Disraeli, by Louis N. Parker. (Jobn Lane Company 00.) The Daughter of Angy, by Dora M M. Goodwin. (R. G. Badger, Boston, Mass. $1.25.) The Nun of Kent, by Grace Denio. (G. P. Putnam’s Sons.) The Old Farmer and His Almanack, by. George Lyman Kittredge. (Wm Ware & Company, Boston, Mass.) The Long Green Road, by Sarah P. MeLeab Greene. (Baker & Taylor Com- pany. $1.25.) The Chimes, by Charles Dickens (G. P. Putnam's Sons.) The Boy Scouts of Birch-Bark Island, by Rupert Sargent Holland. (J. B. Lip- pincott Company, Philadelphia, Pa. $1.25 net.) Books Received The Opinion Shop, by Hildrie Da port. (Gay & Hancock, London, Eng land.) The Feast of St. Friend, by Arnold Bennett. (Geo. H. Doran Company $1.00.) The Spelt of the Rockies, by Enos A. Mills. (How on Mifflin Company $1.75.) The Singing Man, by Josephine Pres ton Peabody. (Houghton Miffiin Com- pany. $1.10.) The Man Who Understood Women, by Leonard Merrick. (Mitchell Ken nerley, $1.20.) Great Speeches and How to Make Them, by Grenville Kleiser, (Funk & Wagnalls Company. $1.25.) The Faithful Failure, by Rosamond Napier. (Hodder & Stoughton. $1.20.) Letters to Patty, by Rosamond Napier. (Hodder & Stoughton. $1.20.) Spanish Gold, by G. A. Birmingham (Hodder & Stoug! $1.20.) Latage’s Lovers, by G. A. Birmingham (Hodder & Stoughton. $1.20.) WILLIAMS PRINTING COMPANY, NEW YORK tana and prizes offered for invention: ATENTS ‘teenterttwen Seed sheet fer tree earch of Patent Office Rerosds tow 5 ft and What tolavent wich list of inveations waste’ ent free. Patents advertised free VICTOR J. EVANS & CO., Wasbingtoa, D.C. comicbooks -com