Life, 1912-08-15 · page 29 of 40
Life — August 15, 1912 — page 29: what you’re looking at
What you’re looking at
This is **not a political cartoon but a full-page automobile advertisement** from Life magazine (circa 1913). The illustration shows two well-dressed figures in an early motorcar—the "American Scout"—with aviation imagery (airplane, wireless tower) in the background, symbolizing modernity and progress. The ad emphasizes cutting-edge features: the "underslung" chassis design (lowered frame for stability), electric starter, high-tension magneto, and mohair upholstery. Key selling points include exceptional handling ("jarring or jolting"), smooth operation ("faint hum"), and affordability at $1,475—positioning the Scout as accessible luxury during the automobile boom. The "NOT SILENT" tagline humorously acknowledges the car makes noise, but so quietly it's barely noticeable—a notable feature when many contemporary vehicles were loud and unreliable. The 194% sales increase claim demonstrates market success. This reflects early-1900s American optimism about technology, consumer capitalism, and automotive leisure as status symbols.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ee resected ee nb cones suf AMERICA S, tarting UNDERSLUNG. NET SALES GAIN 194% over corres- Strictly a two-pasenger car, Motor, four cylinders, 5 fn. stroke, 3%-in. bore. plate glass rear on Q. D. demountable of previous year. rims. HE AMERICAN SCOUT is the world's motor car unique. It is a rare combination of the best and choicest of everything. It has beauty and strength, power and Rrace, comfort and charm, all harmoniously rolled into one of the most exquisite little motor cars the world has yet produced. It is an exceptional car. And yet, instead of being exceptionally high priced, it is unusually low priced. In action this car is a perfect wonder. On “high” it throt- tles down to a slow, steady gait. Instantly it will jump to 40 miles an hour without the least bit of effort. It fairly sails— smoothly, swiftly and sweetly—while you hear nothing but a gentle, faint hum, to remind you of the fact that beneath the Sraceful hood is abundant power. Unlike the average car of short wheel base, it rides beauti- fully. No jarring or jolting. No quivering or shaking. Not a particle of vibration. Just lots of comfort and loads of ease. There is an indescribable and fascinating charm in the **Amer- ican Scout” which has never before been attained in any auto- mobile short of the immense touring cars. The ‘American Traveler" (Type S6A), Fully Equipped—$4500 $4500 includes regular aleld: fine mohatr top and Six passengers, Motor, equipment as follows: com- curtains: igh tension mag four cylinders, S-In. bore, bination” clectrle Lighting Reto. and storage battery, Syl. stroke. Wheel base dynamo and self starter. alt tteo. extra rims: shock ab- 140 dnches; tires, 41x45 flee lamps elecirte ($350.00 Sorbets: foot rest; rode rat! Inch, front and fear on de- outst): $00 Warner clock orn, jack, tool and tire moubtable rims. combination 100 mite speed repair outnt. omcter: fine plate glass wind The American Scout (Type 22A)—$1475 Fully Equipped $1475. tncluder regular equipment as follows: $50 . Warner speedometer: fine Wheel” base 105. inch tind shield ponding 11 months —NesociiMiach atthe Biles tact eet: ash and tall {ight supplied by a tarce storage battery: gas head liphts supplied by Gnd tlre repatr own. NOT SILENT—but “a sound so faint onecan Prestolite gas tank: fine mohair top and curtains: Righ tension magneto and storage battery sith coll: one extra rim; combination cir scarce distinguish it cular tire Polder and tug tage boss horm, Jacks tools from silence.” The ** Scout,” like all of our models, is built on the famous “American Underslung"” principle, which makes possible addi- tional safety, economy and comfort. The low center of gravity means safety and added comfort. The straight line drive means Jess wasted power. The larger wheels mean easier riding, tire economy and maximum road clearance. The “American Underslung"’ frame permits the direct and practical introduction of all these distinct and exclusive ad- vantages. The “Scout” is priced at $1475 and comes fully equipped. All of this equipment is listed above. The ‘American Under- slung” accessories for 1913 are the very finest made. This car is being made in a very limited quantity. We advise you to see the “American” dealer in your locality just as quickly as possible. It will insure you of an early and prompt delivery. Make it a point to enjoy a “‘Scout’’ demonstration. It will certainly be worth while. We will be glad to send you a 1913 catalog on request to our factory. Address Dept. K. The ‘American Tourist” (Type 34A), Fully Equipped—$2350 wind shteld: Disco self Harter; fine mohatr top and curtains: high tension mag- $2350. tneludes regular equipment ‘as follows: elec ore, fe Ts fhe light dynamo outfit come pore, finch stroke Wheel plete eth generator and eto and storage datlery: base 118 inches: Ures. 3754 — Figrage battery. supplying one. eztra_ rim: shock Ob- Ss te lamps Warner sorber: rode rail: horn, jack, QD. demountable rims Fegomider: fine plate glass tool and tre repatr out. Four passengers, oF, four cylinders,“ 4)-Inch American Motors Company Indianapolis, Indiana comicbooks.com