Life, 1912-02-01 · page 33 of 48
Life — February 1, 1912 — page 33: what you’re looking at
What you’re looking at
This is a **1912 Buick automobile advertisement**, not political satire. The page features promotional copy and an illustration of a early motorcar. The "Giant in Action" headline uses hyperbolic language typical of early automotive advertising, claiming the Buick's superiority through "UNITY"—manufacturing most components in-house rather than outsourcing. The text emphasizes reliability, power, and silent operation as selling points to early 20th-century buyers unfamiliar with automobiles. The illustration shows a man operating the vehicle on rough terrain, visually reinforcing claims about durability and performance. Pricing ranges from $850-$1800 (substantial sums in 1912), with a truck model at $1000. This represents standard commercial advertising rather than satirical commentary. Life magazine at this period mixed editorial cartoons with paid advertisements. This page is purely commercial promotion from Buick Motor Company in Flint, Michigan.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
A Giant in Action If there is one word that most fully expresses Buick efficiency, it is “UNITY’’—all Buick parts being made at the one great Buick plant—everything excepting lamps, carburetors, coils and magnetos—no essential parts being entrusted to other makers. This ‘‘one-ness”’ of construction insures that unison of operation which today makes the Buick such a favorite wherever the utmost in automobile service is demanded. Every Buick Car develops horse power far in excess of its rating. The roughest going presents no difficulties to the Buick, for the Buick Motor is a veritable giant in action, fully sustained by the utmost stability of "every part—transmission, frame, body, steering gear, axles, shaft, differential, brakes, springs, wheels—everything down to bolts, nuts and cap screws. All this enables the Buick to take “low gear” hills on high gear speed, “picking up”’ at every yard without the shift of a lever. In addition to all this, the Buick Motor has been so refined, that all Buick models for 1912 stand in the front rank with the most silent-running cars. As every car-wise man is familiar with the unequaled racing record of the Buick, it is not necessary to mention speed. Five models, priced according to power and size—$850, $1000, $1075, $1250, $1800. One-ton Buick Truck, $1000. Catalogue showing the various models sent on re- quest, also the name of nearest dealer. Buick Motor Company Flint, Michigan Model 35—Price $1000 With Top, Glass Front Prest-O-Lite Tank, $1060