Life, 1912-05-16 · page 31 of 52
Life — May 16, 1912 — page 31: what you’re looking at
What you’re looking at
This is primarily an **automobile advertisement**, not political satire. It promotes the Overland Model 60-T touring car manufactured by the Willys-Overland Company for $1,200. The ad's rhetorical strategy claims this is "the lowest priced thirty-five horsepower touring car made," arguing that price differences among competitors reflect only manufacturing scale, not quality. It challenges consumers: if competitors charge $1,500 for identical vehicles, "why should you pay it?" The illustration shows an elegant touring car with fashionably dressed passengers—typical early-1900s advertising imagery emphasizing status and leisure. The ad encourages readers to visit local dealers for "evidence" supporting these claims and request promotional materials. This reflects the competitive early automotive market when manufacturers constantly battled over pricing and standardization. No political figures or satirical commentary are present; this is straightforward commercial promotion appearing in *Life* magazine.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Model 60-T Wheel base, 111 Inches; body, s-passen- Ings; tires, 3x4 inch Q. Dis equipment, er, fore-door touring; motor, 4)4x4}4; three oil lamps in splack ‘and’ brass finish, fsepower, 35; Remy ‘magneto; front two gas lampe.and generator. Selfstarter, axle, drop forged I section, Timken bear- $20 extra. Top and glass front, $55. ERE is the lowest priced thirty-five horsepower touring car made. A thorough investigation of the entire automobile market will reveal the startling fact that practically the only difference in popular priced cars to-day is the difference in Price and this difference is due to the size of the plants that produce them. That is why we, the largest individual manufacturers in the business, can market a thirty-five horsepower five-passenger tour- ing car for $1200. If the others are getting $1500 for a car of this type, which they are, why should you pay it? Look up the Overland dealer in your city. See this exceptional $1200 car. He will supply you with all the evidence in the world to back up these statements. Let us send you one of our interesting books. Please ask for book D-25. The Willys-Overland Company, Toledo, Ohio comicbooks.com