Life, 1912-09-12 · page 35 of 52
Life — September 12, 1912 — page 35: what you’re looking at
What you’re looking at
This is **not a political cartoon**, but rather a **commercial advertisement** for the Thomas B. Jeffery Company's automobiles, appearing in *Life* magazine (a satirical publication that also carried advertising). The page promotes two electric/hybrid vehicles marketed specifically to women: the "Cross Country" ($1700) and the "Gasoline and Electric Sedan" ($2500). **The historical context**: This appears to be from the early 1900s, when electric automobiles were viable competitors to gasoline cars. The advertisement explicitly targets women by emphasizing: - Easy button-start (no hand-cranking required) - Clean operation (no oil/grease on clothing) - Reliability and quiet operation - Aesthetic appeal and luxury features **The social message**: The ad reflects contemporary assumptions that women drivers needed special reassurance about mechanical reliability and that cleanliness and appearance mattered most to female consumers—notably different from how automobiles were marketed to men. This represents a genuine historical moment when electric vehicles were considered particularly suitable for women drivers before gasoline engines ultimately dominated the market.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Ader The Cross Country $1700 own gasoline car, but it was neither easy nor pleasant to crank. Now, you can step into the Cross country, press the starting button, and you are on your way. You can start and stop when you please. Be woman has longed to drive her You can take your husband to his place of business in the morning, and enjoy the car all day for shopping, calling and pleasure drives. Your daughter can load the car with her friends and take them out to the Country Club or for a picnic. Clean and Protected Wear the most delicate gown that you choose. The forward compartment is clean. There is no oil and grease; no dirty parts to be handled. If caught in a storm, the top and side curtains give you the same pro- tection as does a closed car, If you kill the motor, you don’t have to get out and crank—simply press the button. To light the lamps, push a button convenient to your right hand, At Ul ea Merely press button under left foot to start the gasoline and electric motor. an added sense of pride in its possession. The finish is a beautiful shade of light Brewster Green with black beading and hair line gold stripe. The highly finished black japan metal parts, with their nickel trimmings, and the highly polished dash and door moldings, produce a rich and lasting finish in which every woman may take justifi- able pride in showing to her friends. The mechanism has been steadily per- fected until now there is no question as to its The Gasoline and Electric Sedan $2500 reliability. It is as far from your mind as is the locomotive from the mind of a passenger in a Pullman, Your consciousness of it is limited to the confidence that you may rely upon it, When- ever your mind turns to it, you will find enjoyment in its quiet effectiveness. The easy steady motion of the springs is a constant delight. Even on rough roads, you may ride all day with pleasure and return without fatigue. Ten-Inch Upholstery You grasp the steering wheel with a sense of mastery. It turns so easily without a single vibrating jar to the hand. Settle down into the ten-inch upholstery. Lean back against the deep cushions. You are dominated by a feeling of spacious ease and gratifying comfort. The doors are equipped with com- modious pockets for veils, pocket books and gloves, and the folding robe rail opens to provide comfortable capacity for robes and wraps. The broad car- night, if light in the forward compart- ment is desired, open the inner reflector on the dash, and the front floor pedals and levers are illuminated. Rich in Appearance This is the car to delight a woman's eye. To her rare good taste will ap- peal its perfect proportions, the sweep- ing grace of the body lines and the symmetry of the guards. Coming or going, the Cross Country is an aristocrat of the road. When you meet another car you un- consciously compare it with your own, The Cross Country, with its fine lines, high distinctive radiator and large black and nickel elec- tric headlights, affords All windows, except the rear window, are made to ¢rop. The front window swings forward. provides what is practically aa open but covered car, sultablefor any weather conditions. The interior, trimmed i: Bedford cord with gray silk indow shades, is light and cheerful, Electric lights illuminate the interior in the evening. The rear seat will comfortably accommodate three people of ordinary size. Your seat for driving is individual and shaped to the back. It is the most comfortable of all the seats. The left forward seat, when not in use, folds out of the way. This provides passage from the front to the rear seat, You can pass to the front Seats by entering from the curb on the right side, or you can pass to the rear seat if you enter from the forward door on the left side. In this car you enjoy all the advantages of the electric coupe, without its limitations, Started by pressing a button, attractive Tad tasteful in devign, comfortable, suitable for any. road. oF weather conditions, and unlimited as to distance, this style is bound to be popular with women, The Thomas B. Jeffery Company Main Office and Factory, Kenosha, Wisconsin Branches: Boston, Chicago, Cleveland, Milwaukee, New York, Philadelphia, San Francisco 175 pet covered foot rest in the tonneau {s in just the right position for perfect relaxation, Besides there is ample room in the tonneau for two suit cases. The large doors permit you to pass in and out with ease. Equipment Equipment: Large electric head lamps, flush electric dash lamps, elec- tric tail lamp, extension inspection lamp, hinged robe rail, foot rest and complete tool equipment; top, $70; windshield, $30. May we send you the little booklet we have pre- pared especially for women? A postal card with your name and address will bring it to you. comicbooks.com