Life, 1912-02-08 · page 31 of 44
Life — February 8, 1912 — page 31: what you’re looking at
What you’re looking at
This is a **car advertisement**, not political satire. It promotes Hudson Motor Car Company's new "Self-Starting Hudson '33" automobile. The ad's central argument addresses consumer hesitation about buying a new model: "Why Wait Two Years?" It claims that while competitors will eventually copy Hudson's innovations (electric self-starter, dust-proof engine, demountable rims), buyers shouldn't delay. The text argues that other cars require "almost 1,000 MORE parts" and expose mechanisms to dust and dirt damage. The advertisement emphasizes Howard E. Coffin as Hudson's designer and appeals to buyers' desire for cutting-edge technology. The humor lies in the rhetorical framing—essentially: "Why wait for competitors to catch up when you can have superior engineering *now*?" The illustration shows the car itself as a straightforward product image, typical of early-1900s automotive advertising in *Life* magazine.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Why is $1 able rims, BIG tires, win are included. Write for iMustrations showing how the New Self. Wait Two Years? ‘The price for elther of three models—Touring, Five-Passenger; Torpedo, Four-Passenger; or Roadster, Two-Passenger— S00. ‘Not a cent more is needed to equip either car before it Is ready for use, for top, “Disco” Self-Starter, Demoun t= dehleld, large gas tank, magneto dual ignition svetem—and all things usually listed as extras tarting HUDSON 33" is simpler than any other car. Features Similar to Those of the New Self-Starting HUDSON ‘‘33’’ Will Be Obtainable on Other Cars Two Years Hence. But Until Then—In Other Cars—You Must Submit to Almost 1,000 MORE Parts, the De- struction Caused by Dust, Dirt and Grit Getting into the Exposed Mechanism—You Will Have to Wait for Self-Starters on Many Cars. Automobile engineers work several years ahead of their models. This makes it impossible for the features that will be copied from the New Self-Starting HUDSON “33” to appear generally earlier than next year or the year after. But you get now all the advantages that come with simplicity, quietness, dust-proof throughout, Self- Starter, Demountable rims, Big tires and the handsomest car built, if you choose the New Seli-Starting HUDSON “33” It is the latest and greatest of the six famous cars designed and built by Howard E. Coffin, acknowledged America’s lead- ing automobile engineer. _ All of his famous automobiles have been several years in advance of their time. Every one a success. Several still sell as leaders in their class. In his latest car is embodied a new degree of engineering progress. Mr. Coffin has always led as a designer of progressive ideas. The HUDSON starts from the seat—at the mere pressure of a button. The self-starter, appropriately, is as simple as the car itself. It weighs but 414 pounds, has only 12 parts. The motor and all moving parts are dust-proof. There are no exposed rods, wires, etc. Approximately 1,000 fewer parts are used than on other cars. The finish and furnishings are of the highest quality. Let us show you other reasons why you should choose a New Self-Starting HUDSON “33.”” See the Triangle on the Radiator Hudson Motor Car Company 7213 Jefferson Avenue, Detroit, Mich.