Life, 1912-01-04 · page 97 of 108
Life — January 4, 1912 — page 97: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward automobile parts advertisement from an early 20th-century *Life* magazine. The ad promotes the Truffault-Hartford shock absorber as standard equipment, targeting car buyers concerned with ride comfort. The central image shows a technical diagram of the shock absorber mechanism. The pitch emphasizes that modern car design prioritizes **comfort over speed**—a significant claim for the era, when automotive performance was typically the selling point. The ad argues that smoother rides mean lower repair and tire costs, positioning the product as economical. The extensive list of compatible car brands (Pierce, Packard, Oldsmobile, Benz, Fiat, etc.) demonstrates the absorber's broad market applicability. Multiple office locations suggest a well-established company. For modern readers: this represents early automotive marketing focused on mechanical reliability and passenger comfort rather than speed or style.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ga) bl Leos Real Motoring Gmfort 20 make the most of motoring, real comfort must be enjoyed. Rough riding is distressing and often dangerous. The car that reels and careens over every road obstruction ceases to be a desirable possession. The aim of the car builder of to-day is principally directed to comfort, with less thought of speed. Witness, therefore, the best oan makes of cars coming from the facto’ Talantt Hartlee equipped. The man who buys any of these buys comfort with it, for all have the ruttault rutault -Hartford SHOCK ABSORBER AS STANDARD EQUIPMENT Save Money and Save Your Car 5 ga SE Send for Blue Print ' , ; Enjoy real comfort and all that goes with it by insisting that your new car be Truffault-Hartford-equip- ped, or by having your present model equipped at once. We facilitate this for you with a blue print showing how to make application to your particular car. If you will write stating its make, year and model, particulars will follow promptly. Besides realizing real comfort, the owner of a Truffault-Hartford- equipped automobile enjoys other advantages. His repair bills are materially lessened, his tire bills, too, The presence of comfort is al- ways marked by the absence of jolt, jar and vibration. These Cars are Equipped with the Truffault-Hartford Shock Absorber PIERCE STEVENS- STODDARD- AMERICAN 50 MERCER PACKARD DURYEA DAYTON BENZ SIMPLEX THOMAS RAMBLER CHADWICK APPERSON FIAT SIX OLDSMOBILE PREMIER VELIE DIAMOND T BRUSH COLUMBIA KISSEL SIX HARTFORD SUSPENSION COMPANY E. V. HARTFORD, President 165 BAY STREET JERSEY CITY. N. J. NEW YORK, 175) Broadway and 212-214 West 88th Street CHICAGO, 1458 Michigan Avenue BOSTON, 325 Columbus Avenue PHILADELPHIA, 1437 Vine Street NEWARK, 289 Halsey Street ANSAS CITY, MO., 1524 Grand Avenue S—————————S>>>>s 7