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Life, 1912-01-04 · page 82 of 108

Life — January 4, 1912 — page 82: what you’re looking at

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Life — January 4, 1912 — page 82: Life, 1912-01-04

What you’re looking at

This page combines **automobile advertising** with **editorial commentary and humor**. The main advertisement promotes **Pantasote car tops**, emphasizing their durability and quality compared to cheap imitations ("Mohair," "Mackintoshed" fabrics). The pitch targets consumers concerned about maintaining their vehicle's appearance—nine times out of ten, a shabby car looks shabby because of its top. The editorial section "On the Automobile" expresses **satirical frustration with early automobile culture**: pedestrians must navigate dangerous streets while dodging cars and trolleys in "frenzied leaps." The author mocks automobiles' constant horn-blowing, noting the irony that smaller cars have louder horns—a humorous exaggeration of an already-annoying urban phenomenon. Two humorous exchanges appear: a rooster-and-seagull joke about versatility, and classical quotations about human foolishness and marriage, providing satirical social commentary typical of *Life* magazine's tone.

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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

Look critically at the ANY cars whirling by and see just what makes a car look shabby or smart—nine times out of ten it’s the top. Tops stay new—and they make your entire car look new and fresh. Look in the peak of the top for the Pantavsote brass-label—it is your protection against cheap substitutes such as “Mohair, ' “Near Mohair” and the various ‘‘Mackintoshed” top fabrics, that can’t keep out the wet and that get dirty and can’t be cleaned. Better sit under a spic and span Top than under a soiled, shabby and leaky imitation material that can't stay clean. If you try to clean the imitations, your cleanser dissolves out the rubber gum and then the layers of the cheap material separate. If you brush it you work the dust into the Top. You can’t separate F% ; you can't spot it permanently; you can't crack it by intense heat; you can’t crack it by intense cold; or by folding and creasing; you can’t spoil it by rain, snow or slect. only tops that remain. That's why % Tops are the Tops have remained from the beginning of the automobile industry, while the others keep changing. Some New Information for Automobile Buyers We have produced a book called ‘The X-Ray on Automobile Tops," technical enough for the stomobjle top-makers—plain enough for the automobile owner. It is crowded with facts about jomobile top fabrics—it gives you a thorough and complete knowledge on the subject. ‘This knowledge is your best protection against substitution. If you havea thorouch knowledge yourse you, because you Automobile Tovs." Write this minut ton various top materials, no unscrupulous dealer can argue against what you are talking about. : te while the news is fresh in your mind. Reach for ress t your copy of “ The X-Ray on your fountain pen and just pat the word “X-Ray” on a letter or postal. Address it to THE PANTASOTE COMPANY, 55 Bowling Green Bldg., New York Look for the brass-label in the peak of the top The Rooster: AX ALL-AROUND ATH- LETE? MOW DO YOU MAKE THAT out? The Sea Gull; wny, t can FLY, WALK AND SWIM, AND ALL YOU CAN DO 1S WALK. Socrates used to say, that if any cricr made proclamation in the theatre, “ Stand up, cobblers!”” “ Stand up, weav- ers!” etc,, only those named would do so; but if “Stand up, men of sense!” were the order, not one would remain sitting. ‘he most damaging mistake in life, he added, is this, that the majority are fools, and yet believe themselves to be wise."~-Stobaeus. Marriace is a lottery in which men stake their liberty and women their hap: piness—Madame de Riewx. 82 On the Automobile I would much rather touch lightly on the automobile, however, than have the automobile touch lightly on me. And that’s no joke! Our streets have always been hard enough to navigate, heaven knows, but nowadays, with the electric trolleys and the automobiles added, pedestrian’ has degenerated into a mere succession of frenzied leaps and convulsive stops, and-our progress to and fro is like that of the startled fawn, which “Bounds from crag to crag, Hearing the hunter's horn.” Shakespeare, who was up to date and a little ahead of it, sai “No man means but the devil, and we shall know him by his horns.” This eternal horn-blowing is a nui- sance and a nerve-destroying crime and is unnecessary and silly. I have noticed that the smaller the auto the bigger the horn. To hear one of these little tin wash boilers, w:t* a one horsepower en- gine and a twe .¢ horsepower horn and ‘a twenty mule power drive coming down the avenue, you'd suppose that Gabriel with his trump had broken loose at last, and when you look up, expecting to see a trump, you sec nothing but a two spot. I don’t claim that every man who runs an auto is a jackass. but I do claim that every jackass sy .s an auto. I run one myself. But when I run over a pedestrian, [ just mow him down in a quiet, dignified and refined manner, and don’t add insult to injury by frightening him to death before I kill him. I am an automobilist not from choice, but in self-defense. Some achieve auto- mobiles and some have automobiles thrust upon them, I live in a suburban (Continued on page 84) SurBRua’s ARCADIA MIXTURE In each pound there are three to four hur dred pipefuls—it costs $2.00 per pound— three-quarters of a cent a pipe. If you smoke five pipes a day it’s less than four cents—five hours of pleacure for four cents—certainly ARCADIA is cheap enough for you to smoke. Send 10 Cents ait %se toon THE SURBRUG CO., 204 Broadway, New Yor