Life, 1912-04-25 · page 29 of 44
Life — April 25, 1912 — page 29: what you’re looking at
What you’re looking at
This is primarily a **automobile advertisement**, not political satire or a cartoon. It promotes Oakland's Model 45 touring car ($2,100) as a luxury vehicle offering exceptional value. The ad employs persuasive rhetoric typical of early 1910s marketing: it claims the car achieves "a new standard in motor car values," outperforming higher-priced competitors. The copywriting emphasizes both aesthetics ("graceful sweep," "harmonious body lines") and mechanical superiority ("simplicity, reliability and accessibility"). The illustration shows a sleek touring car with a cityscape backdrop, conveying sophistication and urban appeal. The ad lists multiple Oakland models ($1,200–$2,250) and features self-starters available for $25 extra—a notable luxury feature for the era. There is **no political cartoon or satire** on this page—it's straightforward commercial advertising from Life magazine's advertising section.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIFE: e=“Oaklatid* MODEL 45—SEVEN-PASSENGER TOURING CAR $2100 Beauty Is Self-Evident Here Here is a dashing car! A car of beauty, strength and power. It has created a new standard in motor car values. By comparison, higher-priced cars are found wanting and those of equal cost measure far below the pace set by this model. Look at it closely. Notice the individual design — the harmonious body lines — the graceful sweep — the roomy tonneau —the inside drive —the exclusiveness of the upholstering, and the other refined details. This car represents more than mere beauty, too— more than smart body lines and handsome equipment. It represents a sound mechanical standard and the highest development of simplicity, reliability and accessibility. Please confirm these common claims. Everybody uses them, we know, but they are given a different meaning in Oakland construction, There are other Oakland models, each as distinctive and beautiful as the car pictured above, ranging in price from $1,200 to $2,250. The Model “45” comes also with a close coupled tourabout body, seating four passengers and selling at $2,250. The Model “40” is a powerful car, with a 41% x 434-inch motor, unit power plant, 112-inch wheel base, Schebler carburetor and Remy magneto, dual system, and is furnished as a 5-passenger touring car, $1,450; a 3-passenger coupe, $1,900, or “Sociable” rcadster, seating three passengers in one seat, $1,450. The Model “30,” which is built as_a 5-passenger touring car, $1,250, or as a light runabout, $1,200, has a 4.x 4-inch motor, 106-inch wheel base, Schebler carburetor and Remy magneto. Oakland Cars will be equipped with Self-Starters, complete, for $25 extra Established dealers are invited to make early application for available territory Oakland Motor Car Company 150 Oakland Avenue, Pontiac, Mich. —— FACTORY BRANCHES NEW YORK CITY—1600 Broadway BOSTON, MASS. —91 Boylston St. INDIANAPOLL: —325 North Pennsylvania St. ATLANTA, GA.—I41 Peachtree St KANSAS CITY, MO.—1316-18 Grand Ave. SAN FRANCIS! -ALIP.—S42 Van Ness Ave, Write for Catalogue comicbooks.com