Life, 1912-08-22 · page 33 of 44
Life — August 22, 1912 — page 33: what you’re looking at
What you’re looking at
This page is primarily **automotive advertising**, not satire. It's a 1913 Abbott-Detroit motor car advertisement disguised as editorial content in *Life* magazine. The illustration shows a well-dressed couple in an early automobile with onlookers, depicting the car as a luxury consumer good. The accompanying text uses technical jargon ("oil-tempered springs," "radius rods," "underslung spring construction") to emphasize engineering sophistication and buyer comfort—reassuring potential customers that the manufacturer prioritizes user needs over engineering ego. The satirical *framing* ("The demand of the day is that an organization shall be judged by its product and by what it claims for itself") subtly mocks competitors' advertising claims while positioning Abbott-Detroit as honest and engineering-focused. The pricing ($1700–$3050) indicates this was a mid-to-premium vehicle. This represents early automotive advertising's strategy of appearing educational while actually promoting brand prestige.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
! a —— a f | Chassis Design : Gi z eee eee ny manufacturers, it is uF opinion the construction of motor cars, our coring Mechanical Departments should serve the user rather than that the user should be called upon to sacrifice comfort and Misfactory experience in motoring in order to satisfy the inclinations of a sometimes prejudiced ing Department Abbott-Detroit 191 § models have been planned in sneh a way as to fully take care of the needs and wishes of Abbott-Detroit owners and dealers, and at ¢ time comply strictly with the dictates of © engineering and metallurgical prace A SIMPLE, STRONG CHASSIS. As will be scen from the illustration (a composite y drawing of the chassis and body) the chassis is mt ¢ of rods, wires and numer- ‘ous other attachments with which most cars, even the highest priced ones, are littered—and yet no neces- sary parts have been left out. Everything needed for the proper operation of the car is there. but strength has not heen sacrificed to simplicity: nor reliability to m OIL TEMPERED SPRINGS Lo liptic springs in front and three- quarter elliptic scrolls in the rear. made of oil te pered steel. give the body a flexible mounting. which makes it ride exceedingly well, even over the roughest roads. Furtherm: the spring eyes are fitted with bush- ings and hardened spring bolts of a special desi ublized ag grease i—this construction reducing wear and insuring perfect lubrication. RADIUS RODS Radius rods, which connected to the rear a: and toa point on the frame, serve to red the longi- tudinal motion at the slip joint in the propeller shaft toa minimum and relieve the springs of a very con- siderable amount of fore and aft thrust movement which would fall to them otherwise. and provide for the utmost flexibility between the body and the chassis, as with this construction we have been able to shackle the rear springs at their forward ends Many manufacturers of cars fail to provide radius ni not ** The demand of the day is that an o zation shall be judged by its product an: by what it claims for itself. ertising for 1913 will be printed in Abbott-Detrott a serial form This ts the second of the series. The third sill appear in the Saturday Evening Post. September 215t; Collier September jth: Life, September 20th; Literary Digest September 1th. Coptes of prerious advertisements sent om request. h which the three-quarter elliptic aking up both the side and end axle makes this form much more resilient and flexible than either the half or full elliptic type. When one wheel drops into a rut, oF passes over an obstruction, it is of course lowered of elevated with respect to the other wheel. | The three-quarter elliptic scroll spring will absorb such motions readily, entirely eliminating that quick, choppy motion and vibration which invariably accomipanies the use of the half or full elliptic types. ‘Abbott-Detroit Electric Self-Starter AU 1913 Abbott- Detroit cars are equipped with our own specially designed, self-contained elec tric. self-starter. Not an experiment — not an attempted combination of ignition, lighting and start- ing, but a real, dependable one, built as a part of the engine, included as reeular equipment. Visit our Sales rooms and have its opera- tion explained. UNDERSLUNG SPRING CONSTRUCTION In Abbott-Detroit cars, both sets of springs been hung underneath the axles so that the c of gravity has been lowered to a point well below that usually found on the average motor car. This of course makes for safety and causes the car to hold the road better; eliminates to a large extent any dis reeable side-swaying; has a tendency to prevent excessive skidding; makes it possible for the car to be driven at a greater speed with safety. It lowers the thout decreasing the road clearance or inter- fering with the spring action. The freedom w scroll springs i THE FRONT AXLE The front axle of an ~ 1" beam section is made of drop forge steel, double-heat-treated, and is equipped with a set of Timken roller bearings in each front wheel hub. The steering connecting rods are mounted in a protected position back and above the front axle. ote this carefully. This age will be appre- ciated by those motorists who have driven in moun- tainous districts or in the sige brush country. The steering connections on many motor cars are hung in front and below. where they asily injured or where its operation may be se jected by brush or wire picked up in the road. THE REAR AXLE The rear axle is of the full floating type with nickel steel gears and shafts, Timken roller bearings through+ out, except in the wheels, where Schafer imported nular bearings are used. The housing of the rear axle, of malleable steel cor struction, is s0 de 4 that a vertical cross section parallel to the drive shaft. forms a complete double truss of great strength and extreme rigidity facilitating the proper alignment of the geare cor tinuously after they are once assembled at our plan This of course reduces friction and noise to a mini: mi LARGE HICKORY ARTILLERY WHEELS The wheels are made of the best quality of second growth hickory, finished in natural oil, The front wheels have ten spokes, the rear twelve. Also notice the number of bolts used in the wheel flanges. The felloes are fitted with Booth demountable rims and extra large Goodyear No-Rim-Cut ti¥es. We have tried, in the designing of the wheels as well as in all other such important parts, to secure the strongest construction possible, believing that the extra dollars spent for the safety of the purchaser would be noticed and appreciated. It would be an easy thing to substitute inferior material and give it a coat of paint, as do some of our competitors. but instead we ‘ory and finish it in natura oil so you can sce its high grade character. Abbott-Detroit cars represent the best produced for the price for which they are sokl guarantee them for life. MODELS AND PRICES at can be We rods where thre ter elliptic scroll springs are P me 3-40 Fore-Door Roadster, sed and by so doing deprive that system of suspen. . TORQUE RODS ‘ny ieinch wheel base $1700 sion of a great portion of its flexibility, owing to the ¢, Torque rods running, from the reat aale to, the 34-40 S-Pagsenger, Fore-Door Tour- §47()() fact that the forward ends of the lower springs are in frame relieve the drive shaft, universal joints. drive ing Car, 116-inch wheel base that case, for the purpose of taking the drive of the pinion, and axle housing of strain; and alto 44.80 $-Passenger. Fore-Door Deml- $1975 { reat axle, necessarily fastened rigidly to the frames climinate the bending movement which is wrongly Tonneau, 121-inch wheel base 3 instead of being connected with the shackle. d unjustly imposed upon the springs of many 44-50 7-Passenger, Fore-Door Tour- $2000 >. IN ne ar . motor cars Ing Car," 121-inch wheel base pr TECHNICAL, BUT VERY IMPORTANT 44-50 Battleship Roadster, (" Although this description ia of necessity rather ROGET et tase $2150 | Ri “4 technical, we lay a great deal of emphasis upon it be- 507-1 . 5 motor cars ride so much easier than others: ; $ so much so in fact that this feature is always spoken IRS TT Advance catalog on request. a ‘ iA of by all motorists when they ride, for the first time, Built for Permanence and ABBOTT MOTOR COMPANY Pek Ve in our cars. Guaranteed for Life 615 Waterloo Street Detroit, Michigan Sy i) — = ™ x or - a NY # % ene ee Ce a Z = So ij : a aD 2% 0), oa. FR OR Ny LS OF Oe msm (OOF BA 0 1 1649 comicbooks.com