Life, 1912-01-04 · page 11 of 108
Life — January 4, 1912 — page 11: what you’re looking at
What you’re looking at
This is a **1912 automobile advertisement**, not a political cartoon. It promotes Oakland Motor Cars, manufactured by Oakland Motor Car Co. in Pontiac, Michigan. The ad features a Model "40" Sociable Roadster priced at $1,450, depicted with three passengers. The marketing emphasizes "The Joy of Duty Well Performed," claiming Oakland cars represent the "most distinctive line of motor cars on the market" through years of engineering refinement. The text highlights various chassis options (30, 40, 45 h.p.) and price range ($1,200-$3,000). The decorative art nouveau border and formal layout are typical of early 20th-century trade magazine advertising. This reflects the era when automobiles were luxury goods marketed to affluent consumers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Model ‘40"* Sociable Roadster—$1450. Seats three passengers comfortably in one seat Inside control; motor 434"x434""; Schebler carburetor; square tube radiator; Prest-o-Lite tank; wheel base, 112/’; tires, 34”7x4". The Joy of Duty Well Performed HAT is how we feel about our 1912 line—satisfied that we have produced auto- NU mobiles pre-eminent in their class. These cars are the product of years of work and are the composite of hundreds of trained scientific minds, voicing the views of dealers who best know the demands of purchasers. We started two years ago on this 1912 line—weeding out from many ideas—only the best—always advancing toward the ideal motor car. The result: We present, now, the most distinctive line of motor cars on the market; cars of beauty, strength and graceful appearance. The models include touring cars, coupes, limousines, roadsters and runabouts, built on 30, 40 and 45 h.p. chassis, all seasoned by extensive factory and road tests. Prices range from $1200 to $3000 See these cars, for they truthfully reflect every statement in this advertisement. OAKLAND MOTOR CAR CO., 3600 Oakland Avenue, Pontiac, Mich. New York Branch, 1600 Broadway Established dealers are invited to make application for open territory. te for 2nd Edition Catalogue comichooks.cein)