Life, 1912-01-04 · page 83 of 108
Life — January 4, 1912 — page 83: what you’re looking at
What you’re looking at
This is **primarily an advertisement**, not a political cartoon. The page features American Motors Company promoting their 1912 automobile line in *Life* magazine. The "satire" element lies in the ad's headline: "The One Car That Does Not Go Out of Date." This is a tongue-in-cheek marketing claim—the copy argues that American's "underslung" frame design (positioning the car body low between the wheels) gives their models timeless elegance, unlike competitors' cars that quickly appear outdated. The advertisement showcases three models with prices ranging from $1,250 to $4,500, emphasizing luxury features and superior construction. The top image depicts well-dressed passengers enjoying the spacious "Traveler Special," positioned as a status symbol seen at exclusive venues like country clubs. The humor appeals to wealthy readers through self-aware, aspirational messaging rather than satirical critique. It's typical of early automotive advertising that emphasized both technological innovation and social prestige.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The “American Traveler Special” (Type 56) $4500 Six passengers. Wheelbase 140 inches; $ inches front and rearon demountable rims. Springs front, 40 inches; rear. sg inches. Two auxiliary geats in the tonneau. Regular equipment includes ¥ ‘top and top boot; § lamps, side The One Car That Does Not Go Out of Date nderslung car of five years ago attracts imme- ion and is admired wherever it appears. The underslung models of 1912 are universally conceded the last word in grace and beauty. tres ats} At the Country Club, on the Boulevard—wherever a great number and varicty of the world’s finest cars are scen to best advantage—the “American” is at once singled out in a class by itself as distinct and distinguished, stylish and beautiful. ars of 1912 described in this advertisement are all built.on the underslung frame principle, in which we are the pioneers. Fhe “American” It is impossible, in this space, to give the details of the manifold advantages of underslung construction as exemplified in the “American,"—but we have issued a treatise on the subject which is most interesting and convincin; Write for a copy to-day. and tail lights electric, supplied by battery separate from ignition battery : Prest-o-Lite tank; Bosch magneto and storage battery; two extra rims: shock absorbers; foot rest; tire holders; horn; repair outfit. “The * ‘American Scout"’ (Type 22), $1250 Strictly a two-passenger car. Wheelbase 102 inches; front and rear on Q. 2 demountable rims, and top lam; st-o-Lite tank; Bosch high tension magneto; tire holders; hora: jack: tools and tire repair outht. The “American Tourist” (Type 34), $2250 gers; Wheelbase 118 inches: 37x4 inches front and rear on Q. D, demountable rim Regular equi includes top and top boot; $ lamps, dash lights electric; Prest-o-Liv Bosch magneto and battery; one extra rim; shock absorbers; foot rest; tire holders; horn; tools and tire repair outfit. AMERICAN MOTORS COMPANY, Dept. K, Indianapolis, Ind.