Life, 1912-03-07 · page 59 of 60
Life — March 7, 1912 — page 59: what you’re looking at
What you’re looking at
This page is **not a cartoon or satire** — it's a straightforward automobile advertisement from an early 20th-century *Life* magazine. The Inter-State Automobile Company advertises their Model "40" car, emphasizing its electric starting and ignition system as a major selling point. The key appeal targets **women drivers**: the ad stresses that the car is so easy to operate that a woman can drive it without physical strain — no hand-cranking, no gear-shifting required, just simple switches and buttons. This reflects the historical context of the 1910s, when electric starters were revolutionary technology (replacing dangerous hand-cranks), and when women's automotive independence was still novel enough to warrant special marketing emphasis. The decorative border listing multiple U.S. states indicates the company's national distribution network. Prices range from $1,700 to $3,400 — substantial sums for the era. This is commercial advertising, not editorial content or satire.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
G icago, e Club 7. The Inter-State Electric System doubles the use of the car. A woman can drive the powerful Inter- State as easily as she can handle an electric coupe. Without moving from the driver's seat or shifting gears she starts the engine with a turn of the switch; regulates the mixture by a simple movement of the lever on the steering column; lights any or all of the lights—front, side, rear—by merely turning a small button, It is not even necessary to bend over to get the Inter-State under way and under perfect and ab- solute control. This entire mechanism is automatic and so simple that it can be called fool proof. les C. , Chie foman id Co 3 0 ; 2 pobbs Ki . . 5) The Only Car Built with a Faultless and Complete 2 ee f Electric System for Starting, Ignition and Lighting [4 Ei ey rr = — BI ay be ifs L, | > ELF F Loe teres CS ute > know 4 4 i 4 { ) Sesy 9° with a K| on Cs Fay ail K IHE Inter-State Electric System, on Models 40 and 50, parton all the hard work of starting, fe) ocktail T fegulating and lighting the car, leaving the driver free for enjoyment and making motoring a 2 mooth- pleasure instead of work, a satisfaction instead of worry, and a comfort instead of inconvenience. > Fy = a) fe) z 2 =z The Inter-State has the greatest improvements, the greatest conveniences, the greatest luxuries in features and equipment ever brought together and built into a magnificent, powerful and reliable car. It is truly the only complete car. Models 40, 41, 42—40 H. P. Long Stroke Motor se ee $2400 Model: 50, 51, 52—50 H. P. Long Stroke Motor cot te $3400 Also two moderate priced cars with aif starter and of Inter-State quality Model 31-A—40 H.P. Lang Stroke Motor soe ee $1750 Model 32-B—40 H. P. Long Stroke Motor $1700 Write today for Art Catalog — which describes the famous Inter-State Models, giving all details of their wonderful construction and perfect equipment. Inter-State Automobile Co., Dept. W, Muncie, Ind. BOSTON BRANCH OMAHA BRANCH 153 Massachusetts Avenue 310 So, Eighteenth Street * + SWNITOUVD TET SRD SVR RTRT AT RTT ROAR RRNA AT RT RATATAT RR TART RT RTARTA TOT NY SAN — * NEW YORK + INDIANA * IOWA * NEBRASKA * OHIO * MONTANA * FLORIDA * THE WILLIAMS PRINTING COMPANY NEW VORK