Life, 1912-01-04 · page 7 of 108
Life — January 4, 1912 — page 7: what you’re looking at
What you’re looking at
This is primarily a **full-page advertisement** for the Ironclad-Exide Battery, not a satirical cartoon or political commentary. The two illustrated panels contrast "Summer" and "Winter" use of an electric automobile—showing the vehicle operating smoothly in both seasons. The ad emphasizes the battery's reliability and efficiency for electric cars, which were a legitimate commercial option in this 1912 era before gasoline vehicles dominated. The advertisement lists numerous electric vehicle manufacturers as clients, indicating electric cars were still competitively marketed. The copy stresses the battery's superior durability, longevity, and reduced operating costs. **No satire is present.** This represents period advertising for emerging automotive technology, before the internal combustion engine became standard.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
flutter. , “WINTER Wherever society gathers for recreation or pleasure, irrespective of season or weather, the prac- ticability of the Electric Car is obvious. Easily operated, always under perfect control, clean, noiseless, efficient, ready at an instant’s demand, with the grace of dignified luxury and refine- lad!” ‘lling, ad illing. ment, it is without doubt the ideal motor car for city and suburban use. For commercial pur- poses, its efficiency and economy are especially marked. With way!" Ws be ¢ ig 2? v THE “Tronclad=Exide” BATTERY "e! the “Electric” reaches the pinnacle of perfect efficiency and dependability. The “Mronclad-Extde” is the master development of the famous “ Exide’? Battery. Years of study, experimentation and thought by the most eminent battery experts of the world have been built into the “Bronclad-Extde.” The superiority of the batteries of the “Extde"’ family—the “ Exide,” “Wypcap-Extde” and “Tronclade Extde "—is attested by the fact that they are used to-day by these leading Electric Vehicle manufacturers: Argo Electric Vehicle Co. Couple Gear Freight Wheel Co. Rauch & Lang Carriage Co. Baker Motor Vehicle Co. Columbia Motor Car Co. Standard Electric Car Co. Borland-Grannis Co. Dayton Electric Car Co. Studebaker Automobile Co. Broc Electric Vehicle Co. Grinnel Electric Car Co. The Waverly Co. Columbus Buggy. Co. Hupp-Corporation Walker Vehicle Co. Champion Wagon Co. Cc. P. Kimball & Co. Woods Motor Vehicle Co. Commercial Truck Co. of America Ohio Electric Car Co. The ‘Tronclad=Exide’’ Battery has these decided advantages: It gives two to three times the life; seldom, if ever, rcquires cleaning; gives increased mileage and reduces the cost of operation. If you want to enjoy true “Electric” dependability insist on the “Pronclad-Exide” Battery for your new “Electric” or for renewing your present vehicle battery. “PtoncladsExtde” plates can be used in any jars of standard “* Extde"’ size. Any information that you desire can be secured from the nearest Sales Office. THE ELECTRIC STORAGE BATTERY CO. 1888 PHILADELPHIA 1912 New York, Boston, Chicago, St. Louis,.Cleveland, Atlanta, Denver, Detroit, Los Angeles, San Francisco, Seattle, Portland, Ore., Toronto. 760 “Exide” Distributors. “Exide” Inspection Corps. comichooks.