Life, 1912-05-02 · page 3 of 58
Life — May 2, 1912 — page 3: what you’re looking at
What you’re looking at
This page is primarily **advertising, not satire or political commentary**. The small illustrated scene at the top depicts a domestic conversation between a well-dressed couple about attending a theater show. The woman worries about being late; the man reassures her they have time because their electric car has a "Ironcalad-Exide" battery—implying reliable, punctual transportation. The illustration serves as a framing device for the advertisement below, which promotes Ironcalad-Exide batteries for electric vehicles. The ad lists dozens of electric car manufacturers and distributors who used these batteries, emphasizing reliability and longevity. This reflects the early 1900s context when electric vehicles were common luxury items before gasoline engines dominated the market. The "LIFE" magazine page demonstrates how advertisements in this era used genteel domestic scenarios to market products to affluent readers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“Going to be late again, dear?” “No, Jack, I wouldn’t miss the opening of this show for anything.’’ “Hadn't you better hurry a little, then?” “Don't worry—the ‘Electric’ is at the door and since you've had it equipped with ; K The ‘froncladsEride’ Battery gg it's dependable to the minute."”” he The best way to secure reliable and economical service from an electric car— whether Het it’s a pleasure or commercial vehicle— is to equip it with i The “fronclad-Exide” Battery i The “Tronclad-Extde” Battery will run an electric car more miles with less expense, less attention and with greater continuity of service than any other battery made. } The ‘“fronclad-Extde’’ Battery never “stalls” on hills, gives good service in either cold weather or hot, can be recharged at a reasonable cost and requires very little attention. What more convincing evidence can be given than the fact that the following 22 prominent electric vehicle makersall use the *“Tronclad-Exide,” the “Hpcap-Exide” or the Exide” Battery? f Argo Electric Vehicle Co. Dayton Electric Gar Co. Rauch & Lang Carriage Co. Baker Motor Vehicle Co. General Vehicle Co. Standard Electric Car Co. > | Borland-Grannis Co. Grinnel Electric Car Co. Studebaker Automobile Co. y | Broc Electric Vehicle Co. R. C. H. Corporation The Waverly Co, \ Columbus Buggy Co. Kentucky Wagon Mfg. Co. Walker Vehicle Co. { Champion Wagon Co. C. P. Ki & Co. Ward Motor Vehicle Co. | Commercial Truck Co. of America Ohio Electric Car Co. Woods Motor Vehicle Co. } Phipps Electric Auto Co. | u will investigate the “TBroncladeExfde” Battery you will surely insist upon it when buying an 1 Jlectric’ or when renewing your present battery. Remember that “Tronclad-Extde” plates can be placed jar of standard size. ‘ ting facts about vehicle batteries are contained in the “WroncladsErx{de"” Book, which S be mailed you on request from our nearest office. Write for a copy to-day. THE ELECTRIC STORAGE BATTERY CO 1888 PHILADELPHIA 1912 New York, Boston, Chicago, St. Louis, Cleveland, Atlanta, Denver, Detroit, Los Angeles, San Francisco, Seattle, Portland, Ore., Toronto. 860 “Exide” Distributors. “Exide” Inspection Corps. The “Exide” Battery is unequalled for auto lighting and ignition. comicbooks.com