Life, 1912-05-23 · page 36 of 44
Life — May 23, 1912 — page 36: what you’re looking at
What you’re looking at
This page is primarily **advertising**, not editorial satire. It contains four advertisements: 1. **Martell's Brandy**: Claims centuries of quality ("From George I. to George V."), referencing British monarchs to suggest historical prestige and royal patronage to the House of Lords. 2. **Coldwell Motor Lawn Mower**: Features machinery used on golf courses, targeting wealthy consumers. 3. **Ford Model T**: The only piece with satirical commentary. Ford's text humorously defends the car against implicit criticism by comparing it to an ostrich—"it can't fly" because it's too heavy, but the Ford is "the lightest car for its size," thus practical rather than pretentious. The joke undercuts luxury car competitors by embracing Ford's utilitarian design. 4. **Untitled photograph** ("The Silent Partner"): Unclear without caption what this depicts. The Ford ad's humor lies in its self-aware defensiveness about the Model T's spartan design, positioning practicality as superiority over flashier alternatives.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
gESSSNNSNNNWNEN EN SHS HN HNN NNN TN ENON INS yy From George I. to George V. MARTELL’S has known but One Quality--- The Best SNNNANNNNNSSNNNNS SSNS ESSN NNN NS BLUE AND SILVER LABEL Messrs. Martell & Co. have been appointed to supply Brandy to the House of Lords ink COLDWELL MOTOR LAWN MOWER HOUSE EST. 1715 THESE MACHINES ARE USED ON MANY OF THE LEADING COLY COURSES PAI UT DIPROV' Sole Agents: G. S. NICHOLAS & CO. New York NSSSSNNSS NS: SSSATPL ALAS AAS ENN NINA NATIT EN SSNNNANNNNSNNNNNANNNSANNSNSSSNNSNNS! THE UNIVERSAL CAR The ostrich can’t fly—has too much weight for its wing power. The Vanadium built Ford has all the weight it needs for strength plus—but it’s the lightest car for its size in the world. Seventy-five thousand new Fords will be sold this year— principally because it’s not an ostrich car. All Fords are Model T's—all alike except the bodies. The two-passenger runabout costs $590 —the five- passenger touring car $6go—the delivery car $700—the town car $900—f. 0. b. Detroit, completely equipped. Get latest cat- alogue from Ford Motor Company, Detroit— and name of your nearest Ford representative. THE SILENT PARTNER comicbooks.com