Life, 1912-02-08 · page 29 of 44
Life — February 8, 1912 — page 29: what you’re looking at
What you’re looking at
This page is primarily a **Detroit Electric automobile advertisement**, not satire or political commentary. The two images show: (left) a fashionably dressed woman in a hat and fur coat; (right) a Detroit Electric "Chainless" motorcar. The ad targets early-20th-century consumers considering automobile purchases, positioning the Detroit Electric as a sophisticated choice for upscale buyers—note the elegant female figure suggesting the car's appeal to wealthy women. The text emphasizes technical innovations: the "Chainless" shaft drive, aluminum body panels, horizontal speed controller, and patented double brakes. It references Edison batteries as an exclusive feature, leveraging Thomas Edison's famous name for credibility. This reflects the era when **electric vehicles competed seriously with gasoline cars**—a fact modern readers often forget. The ad's focus on quiet operation, ease of control, and stylish design reveals how electrics were marketed as refined alternatives to noisy, difficult-to-operate gas automobiles. The prominence of the well-dressed woman reflects marketing to affluent female consumers of the period.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
dl the t be tar. - how he re- story ad no ced if I say an do he Fee 1 Via WRITE for this book before you buy any motor car. You owe it to yourself to b thoroughly informed before making so important an investment. This book tells about the features which a high-grade, up-to-date electric automobile should have. It gives you a new standard by which to judge electric car values, This book tells you the difference between the ordinary Shaft Drive and the genuine “Chainless.” The “‘Chainless” Shaft drive has no concealed chain or gear reductions at the motor to rattle, wear or waste power. _ It tells you about the horizontal speed controller that allows full seat room and penile a natural, restful position while driving—Note illustration on front of book. It tells about the double brakes (patented) that can be operated either by hand or foot, or both, and insure absolute safety both to driver and car at all times. It tells why aluminum body panels mean so much to you and the life ef your car--the advantages of “‘full-skirted’ aluminum fenders which protect the body from the dirt and splash of the road. In fact, this book illustrates many exclusive, mechanical features that mean so much to you. In addition, there are nine full page illustrations of our stunning body designs. In deciding on an electric car, it is well to bear in mind that the manufacturers of the Detroit Electric have been pioneers in adopting THE Shaft Drive principles of construction which are accepted as standard in up-to-the- minute automobile design. They have also been leaders in developing new features which should impel you to investigate the Detroit Electric before you make any automobile investment. The Detroit Electric may be equipped with either the Thomas A. t Edison battery of nickel and steel for which it has the exclusive use in [I Electric Pleasure Cars or the Detroit Electric guaranteed Lead Battery. Again we suggest, write for the Detroit Electric book today. ' Charnless ELECTRIC ANDERSON ELECTRIC CAR COMPANY 409 Clay Avenue, Detroit, Michigan Branches:—New York, Broadway at 80th Street; Chicago, 2416 Michigan Avenue; Buffalo, Brooklyn, Cleveland, Kansas City, Minne: St. Louis Selling Representatives in all Leading Ci 33 comicbooks.com