Life, 1912-01-11 · page 3 of 40
Life — January 11, 1912 — page 3: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward automobile advertisement for the 1912 Alco Berlin motorcar, published in *Life* magazine. The illustration shows three well-dressed figures (a woman and two men) admiring the vehicle. The ad emphasizes modern features: the innovative roof design with Pullman ventilators, spacious interior (25½-inch doors), illuminated steps, and distinctive white stripe trim. The copywriting highlights "daring new lines, new ideas in refinements," positioning the $7,250 Alco as cutting-edge automotive technology. The American Locomotive Company marketed this as a luxury vehicle combining style with practical innovations that distinguished it from "common place" competitors. This represents early 1900s automotive advertising targeting affluent consumers through *Life*'s educated readership.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
G-cylinder, 60 H. P. Landavlet Gcylinder, 60 H. P. Limousin 4-cylinder, 40 H- Berline Li Landaulet 4-cylinder, 40 H. P. Limousin 4-cylinder, 40 H. P. Berline Limousine A Daring New Berline S ERE pictured is the Alco Berline. It is the latest and newest car in America. Daring new lines, new ideas in refine- ments—a wholly new conception of a motor car. Note the roof lines—the breaking away from the old, the common place, the stereo- typed—and in their stead the original, the beautiful. Observe the Pullman ventilators in the roof. Fresh air, warmth, no drafts. Wide 25}-inch doors, upholstery 10 inches deep, and a large area of room within. Steps illuminated at night—automatic by opening the door. The white stripe around the graceful body—a badge of motor individuality. These suggest the ultra in this car. Price $7250. Catalog on request. AMERICAN LOCOMOTIVE COMPANY, 1883 Broadway, New York Builders also of Alco Motor Trucks and Alco Taxicabs Chicago Branch: 2501 Michigan Avenue Boston Branch: 567 Boylston Strect Twice winner of the race Canadian Headquarters: 596 St. Catherine Street, West, Montreal for the Vanderbilt Cup