Life, 1912-03-07 · page 53 of 60
Life — March 7, 1912 — page 53: what you’re looking at
What you’re looking at
This page is primarily **advertising, not satire**. It features a 1912 Detroit Electric automobile advertisement aimed at wealthy female consumers—note the elegantly dressed woman in fashionable winter attire admiring the vehicle. The advertisement emphasizes the car's safety and ease of operation, highlighting its use of Thomas Edison's nickel-steel battery and a single "controller lever" requiring minimal physical effort. This marketing approach targets women, who were largely excluded from operating traditional manual automobiles. The fragmentary text at page's bottom appears to be unrelated editorial or fiction content, not commentary on the advertisement itself. **No political satire is evident here.** The page represents how early automotive marketing positioned electric cars as particularly suitable for female drivers due to their perceived mechanical simplicity—a gendered marketing strategy reflecting 1912 assumptions about women's capabilities and interests.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
t—th ta Rec he snug the case season's extreme rin the ve more ning and set cost: ‘One of Our Nine Rare Creations For 1912 HEN you buy a Detroit Electric you anticipate the future, because of this car's many new, exclusive and patented features. Remember, the Detroit Electric has the exclusive right to use in electric pleasure cars, Thomas A..Edison’s greatest_invention—the Edison nickel and steel battery. The simple operation of the Detroit Electric makes it the safest and most easily controlled car made. With one hand on the controller lever, you are absolutely master not only of all speeds, but in addition you can apply powerful brakes to the rear wheels with one instinctive, backward pull on this lever, without even touch- ° ing the foot pedals This contreller_ lever practically thinks for you. It is impossible for you to make a mistake as every movement is safeguarded. It has another advantage. It is horizontal and allows full seat room, Aluminum body panels add to the strength of the body, beauty of finish and life of thee r. They do not check, warp or crack. For those who do not. care to make the expenditure necessary for the Edison battery at first. we furnish the Detroit Electric Guaranteed Lead, Battery with our own warranty —the first lead batte” made by and guaranteed by the manufacturer of car. This makes it possible for us to guarar car in its entirety. Beautiful illustrated _catalor request. It tells you about the ma” features of the Detrcit Electric, factory in the world, devoted manufacture of electric autor quit, nobody cares dpe out the slate. Anderson Electric 409 Clay Avenue They But for laughed again, this time scorn- Branches +¥ ELECTRIC New York, Broadway. for the toboggan.” “ Chainless” Buflalo Shaft Brooklyn Drive Cleveland Selling representotis Chicago, 2416 Mick Willoughby shrank from the truth, (Also Branch at Fhut recovered. “ That's so, little girl,” he said. “ but I didn’t make the custom. If I could y do it I would place you back where you belonged. But even if I did, tem-