Life, 1912-07-18 · page 31 of 44
Life — July 18, 1912 — page 31: what you’re looking at
What you’re looking at
This is primarily **automobile advertising**, not political satire. The page promotes American Motors Company's 1913 car line—three models: the "American Traveler," "Tourist," and "Scout." The illustration shows a well-dressed couple in an early motorcar, with the satirical caption "'NOT SILENT'—but 'a noise so faint that one can scarcely distinguish it from silence.'" This is **humorous advertising copy** praising the car's quiet operation—a selling point for luxury automobiles of that era. The ad emphasizes the "Underslung" frame design (frame mounted *under* rather than over the axles), claiming advantages in safety, comfort, power efficiency, and road clearance. The 211% sales increase demonstrates market success. This reflects early-1900s automotive advertising's focus on technical innovation and refinement as status symbols for affluent buyers. The satire is gentle product promotion, not social commentary.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Lire. M4 Net sales gain 211% over corresponding ten months of previous year “NOT SILENT*—but “a noise so faint that one c distinguish it from “(American Tourist” (Type 34A) $2350—fully equipped 1913 MERICA I9I3 UNDERSLUNG. The ‘*American Traveler"? (Type S6A) $4500 Six passengera, Wheel base 140 In.: tres, 41 x4] tn, car 54 In. 1500 inctudes the following equl pment—Combination The ‘American Tourist’? (Type 34A) $2350 Four passengers. Wheel base 118 1n.; tres, 37 x 4 front and rear on demountable rims. “Bprings—froot 40 1n.; front and rear on Q. D. demountable rims. $2350 inctudes following equipment—Rlectric light dy- The ‘*American Scout" (Type 22A) $1475 Strictly atwo-passeager car. Wheel base 105 In.; tires 36x31 10.; front and rear on Q. D. demountable rims, $H75 tnctudes followiny equipment — $50 Warner Gee BEM RE oent asipeal—comiae namo out complete sein generator and storage battery speedometer: Disco self-starter: lectric dash and tail gleerte We hline dynamo and elstarter, alt fre tempt — Mioviyng ce Lamps: $59 Warner apecdameter:ine plate __Hght supplied by alarge storage battery spas head Light ‘meter:’ fine plate plass wtndsnicld: fine mohair top and glass windshield; Disco self-starier: fine mohatr top and supplied dy Prest-O-Lite gas tank: fine mohatt top and curtains; nigh tension magneto ond storage battery: tio curtains: high tension magneto and storage battery: one curtains: Nigh tension magneto and storage daltery: one Sore Tose tasee obeotberes font rente toe tate hese extra rim: shock absorber: rode ratl; foot rest; horn, jack, extra rim; combination circular tlre holder and luggage Jack, tools and tre-repatr ouift. OR the season of 1913 we announce our three famous F standard models: the “American Traveler’? at $4500; the “American Tourist” at $2350; the “American Scout” at $1475, all fully equipped. Eight years ago the first ‘American Underslung” was placed on the market. Its builders had a new idea in automobile con- struction. That is, they took the old practical Underslung prin- ciple as applied to all modern locomotives, and built the “American Underslung” around it. Its introduction marked the first actual advancement in fine motor car construction. From that day to this the enthusiastic and cager demand for this car has always exceeded our capacity, although each year our production was greatly enlarged. During the last ten months alone our increase over the corresponding ten months of a year ago has been over 211 per cent. The “American Underslung” differs in constructive principle. The frame—the very backbone of the car—is slung under the axles instead of being placed over the axles, and the result is that the very drawbacks of the conventional “overhead” car are completely eliminated. tools, and tire repatr outfit. doz: horn, sack, tools and ttre-repatr outit The low center of gravity means SAFETY and added comfort. The straight line drive means less wasted power. The large wheels mean easier riding, tire economy and maxi- mum road clearance. The Underslung frame permits the direct and practical in- troduction of all these distinct advantages. And on top of these guaranteed practical advantages, you have a superb and gracefully designed car possessing a most elegant finish. These big, strong, powerful cars are beauties. They are just as fine as we can make them. The exquisite body work is magnificent. Every “American Underslung” is as carefully made as a special job. . This year we are equipping the “American Underslung” with the finest accessories made. It is all in keeping with the elegance of the splendid new models. Nothing has been too good for us to secure and all is made regular equipment—not “as extras.” “American Underslungs” are known as the fully equipped cars. Our complate 1913 line can be seen in all of the principal cities. Write for a handsome 1913 catalogue and a simple treatise on the “| es of Underslung Construction.” American Motors Company DEPT. K., INDIANAPOLIS, IND. comicbooks.com