Life, 1912-05-16 · page 7 of 52
Life — May 16, 1912 — page 7: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not satire or political commentary. It promotes the Hupp-Yeats electric automobile, marketed specifically to women drivers. The ad emphasizes luxury and femininity: "graceful lines" and "aristocracy of design" appeal to female ownership. The illustration shows a well-dressed woman in a hat entering an elegant electric coach parked on a fashionable street. The copy contrasts electric cars favorably with older "high-bodied coach" designs, highlighting safety, comfort, and freedom from the mess of gasoline engines—practical advantages marketed as suitable for female drivers of the era. The R-C-H Corporation lists Detroit headquarters and multiple branch locations, suggesting this was a significant manufacturer of early 1900s electric vehicles.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ELECTRIC RIDE of ownership is a distinc- tive attribute of the woman who drives a Hupp-Yeats. For the graceful lines made possible by its exclusive low-hung construction blend perfectly with the personality of the owner. There is a harmony between equipage and costume which was impossible with the old-fashioned high bodied coach. _ And when to this aristocracy of de- sign is added a safety, a freedom from COACH skidding and a comfort which no other construction affords, can there be any question as to which electric car will best satisfy you? Remember, too, that the many im- itations of Hupp-Yeats Construction which you see today compliment the original, but do not approach it. Regular equipment includes Hycap Exide battery and Goodyear long-dis- tance, no-rim-cut tires; Motz Cushion tires at additional cost. Write or call any of our branches for descriptive folder. Demonstrations by appointment. R-C-H CORPORATION, 110 Lycaste Street, Detroit, Mich. CLEVELAND. DENVER DETROIT... KANSAS CI’ 548 Peachtree St. 563 Boyleston St. + 1225 Main St. 21 Michigan Ave. 2122 Euclid Ave. © LOS ANGELES. 1520 MINNEAPOLI EW : PHILADELPH. comicbooks.com