Life, 1912-03-28 · page 29 of 50
Life — March 28, 1912 — page 29: what you’re looking at
What you’re looking at
This is primarily a **product advertisement**, not satire or editorial cartoon. It promotes the DISCO Self Starter—an early automobile electric starter device—to a readership still accustomed to hand-cranking engines. The image shows a well-dressed couple in what appears to be a showroom or garage, with the woman speaking enthusiastically about the product's convenience. This reflects the era when **self-starters were luxury novelties** that made car operation dramatically easier and safer (hand-cranking could cause serious injury). The advertisement emphasizes modernity: the device is "simple," requires "no oiling," works in extreme temperatures, and is already standard on 27,000 vehicles and numerous prestigious car brands (Hudson, Franklin, etc.). The coupon at bottom allowed mail-order purchase with a ten-day satisfaction guarantee. **Context for modern readers**: This represents the early automotive industry's rapid technological adoption (circa 1912), when self-starters were still novel enough to be heavily marketed as status symbols and selling points.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
You Can Have a Disco Starter on Your Car--Old or New Many leading manufacturers include the DISCO Self Starter as regular equipment on all 1912 models. Many others will gladly furnish it to you as special equipment, on request. Any manufacturer or dealer can get it for you, and can fit it to ANY car in a couple of hours. Make your OLD car up-to-date with the DISCO. No changes in the engine needed—nothing, to tear down.” The DISCO requires no oiling—no attention. It is always ready and it “makes good” all the year round—at 20 below zero or 110 in the shade. It operates with acetylene gas from the lighting gas tank and WARMS the engine as it starts It is a real STARTER—not merely an engine cranker. Sent Express Paid and Satisfaction Guaranteed Orders sent us on this coupon will be shipped within 48 hours, express paid, anywhere in the U. S. or If installed and operated according to our directions, we guarantee the DISCO to give satis- If you are not periectly satisfied at the end of ten days’ fair test, we will take it back and return your money. Catalog if you wish, but better order NOW. You take no risk. IGNITION STARTER CO., 731 Dodge Bldg., DETROIT, MICH. Largest Manufacturers of Self Starters in the World. 645 “Oh, yes! I drive my own car any- where, any time with the DISCO Self Starter. Just step right in, and I will turn the little handle on the dash, press the button, and we will be off. “This simple little device is used on America’s leading cars, and when I bought my new car, I made sure that it had the DISCO. The manufacturers needed no urging, however, because they had investigated it, and were using it. “The little handle on the dash is the only visible sign of the up-to-date car equipped with the DISCO. I have ex- amined a great many 1 have found none so simple, so positive, so com- pletely keeping with my limousine.” Obtainable on All Cars Insist on the DISCO Starter—not merely starter or some experimental statter. There are 27,000 DISCOS already in successful use. The following cars carry the DISCO as cither regular | | or extra equipment: 5 Marmon, Babcock, Benz, Burg, Colby, Crossley (England), Everitt, Franklin, G. J.G., Hudson, Krit, Midland, Moon, Nance, Palmer-Singer, Paige-Detroit, Peerless, Pic- Pic (Switzerland), Pilot, Pullman, Ram- bler, Selden, Sibley-Curtis, Simplex, Ste- vens-Duryea, Westcott, Havers. Disco has but 12 parts. Weighs but 4 Pounds Dealers Everywhere t S4th St., New York City—1002 Poston, and ui Deitimore wad Was ja Bidg.. Los Angeles, t Seattle, Herring Motor Supply Co. Plitsburg Auto Equipment Co, Baum and Beatty Sts., Pittsbure. Wyeth Automobile & Supply Co., 316-324 N. 24 Se. Joseph, Mo. 1 . 5 a Ave 45 Euclid Ave.. Ce ey, "Tadianapotis Tod. Nicols, Dean & Gregg, sift Pi 731 Dodge Power Bldg., Detroit, Mich. {$50 sor one Four Gentiemen 1 $00 sor one Stz Enclosed please find. . evlinder DISCO Starter, jor my Year ond Moaet JORULON SpHtEM oo Name Address My Dealer» EXPRESS PAID oteoN IGNITION STARTER CO., 5] 3 comicbooks.com