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Life, 1912-05-16 · page 51 of 52

Life — May 16, 1912 — page 51: what you’re looking at

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Life — May 16, 1912 — page 51: Life, 1912-05-16

What you’re looking at

This is primarily a **car advertisement**, not a political cartoon. It promotes the Stearns-Knight automobile, emphasizing its revolutionary Knight-type engine technology. The ad's persuasive strategy relies on **appeals to prestige and exclusivity**: it claims 10,000 "leading cars" worldwide use Knight engines, and notably name-drops royal owners—the Czar of Russia, the German Emperor, and European kings. This positioning suggests that buying a Stearns-Knight aligns the buyer with global aristocracy and the wealthy elite. The technical claims focus on **silence, power, and durability**—revolutionary features for early automobiles. The ad contrasts the Knight engine against older "poppet valve" designs used by previously famous manufacturers (Daimler, Mercedes, Panhard), implying technological obsolescence. For modern readers: this reflects early-1900s **luxury marketing**, where associating products with royalty conveyed quality. The technical boasting about engine valves and spherical chambers would have impressed motorists accustomed to noisy, unreliable vehicles. The coupon offers free literature—a standard advertising tactic of the era.

📄 Transcribed text from this page (OCR, searchable)

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

“DEES 000 running. Daimler Mercedes, Stearn Note the old-type engines which were discarded in adopting this Knight-type motor. Daimler is the leading car of Eng- land. From the first it has rep sented all that is best in motoring. It is the car of Royalty. The Mercedes engine was widely considered the master engine of the world. Panhard for long has dominated The most apparent attraction in the Stearns-Knight is its absolute silence. It is silent at the curb—silent at any speed—silent after years of use. Knight-type engines which have run _for six years are as silent as when new ngine is so silent that the car built with marvelous care to siet as the motor. Steanns Jimmie The 10,000 Leading Cars The greatest cars in the world now have Knight- type engines in them. There are more than 10,- They are made by 17 famous makers, including Panhard, Minerva and The Engines Discarded motordom in France. Minerva has done so in Belgium. And the Stearns engine, for 16 years, proved itself a marvelous motor. All these famous engines—the pride of great engincers—have been supplanted by the Knight. Can anyone suppose that lesser engines, made with poppet valves, can refuse to yield for long? The Luxury i Of Silence—of Persistent Over-Power There are no valves to spring shut —no cams to get noisy—no timing gears to hum. The car shows immense flexibility —as much as six cylinders of the old type. There is no evidence of effort, even on a hill, And the Stearns-Knight engine shows that persistent power for which electric motors are famous. The Economy | Of Valves That Never Clog or Leak We guarantee the Stearns-Kni } co show an excess of power—at least j [__ -Bavionient 7 net AutoMeter, Model K. Mohair Top and Cover. | ker Windshield. namo Ekctrlc Lighting Sys- 1.0... Demountable Rims a tims), so Bulb Horn, Frunk Rack, Robe Rall, Foot Rest,etc. Touring Car Toy Tonneau ; $3,500 | Roadster | <2 = 50 per cent over its rating, based on old-type motors. This is due to the fact that the valves don’t leak. Also to spherical explosion chamber. Where the ordinary engine shows less power with use, the Stearns- Cévelond They are owned by men who demand the best, including Royalty. This new-type engine—the coming type—de- serves the attention of men who buy high-grade cars. Knight shows increasing power. This has been proved by elaborate tests. Carbon accumulates in a poppet valve motor. Then the valves don't seat, and there is vast waste of power. On this account, the valves require frequent grinding. Carbon never interferes with the Stearns-Knight valvi never leak—never need grinding. This economy of power continues as long as the engine lasts, and it means an enormous item. The Knight-type engine, because of these features, holds the Scottish Economy Trophy. Also the Dewar Trophy. Pride of Ownership The owner of a Stearns-Knight knows that no man ever owned a better car. The Czar of Russia owns a Knight- motored car. So does the Emperor of Germany. So do the Kings of Eng- land, Belgium, Spain. So do 10,000 men on both sides the Atlantic who demand the best the world can offer in their pleasure cars. This new-type engine marks the greatest advancement made in ten years in motor car enginecring. And never was it worked out bet- ter than in the Stearns-Knight. Mr Knight himself has testified to that. He has himself bought a Stearns- Knight car, and has taken it to Eu- rope to show engineers there. Men who like to lead—who enjoy up-to-dateness—are the buyers of Stearns-Knight cars. These cars represent the coming type. What Europe adopts in motor car engineering is bound to be adopted by all leaders here. But the pride of ownership comes to the men who are first in these innovations. A New Enjoyment The Stearns-Knight car means new enjoyment in motoring. Hundreds of men who bought last fall have driven their Stearns-Knights thousands of miles, And their letters show increasing enthusiasm. You can’t resist joining them when. you know the facts. Write us for our books on the Knight-type. There is nothing so interesting in motor car literature. Then sce the car at our local deal- cr's. Let him take you for a ride. | THE F. B. STEARNS COMPANY | Dealers and Branches in 125 Principal Cities Note how the car seems to glide on the road—to roll like a rubber ball. The Stearns-Knight car will win you when you find it out. Its charm is irresistible. Send us this coupon for the books —now before you forget it. Cleveland, Ohio Mail me all of your pamphlets about the Stearns-Knight. Name “ * sddress 6.0... comicbooks.com