Life, 1912-09-26 · page 33 of 48
Life — September 26, 1912 — page 33: what you’re looking at
What you’re looking at
This is **not a cartoon or satire—it's a straightforward automobile advertisement** from Life magazine (early 1910s). The page promotes the "American Underslung" automobile, highlighting three models: the Traveler ($4,500), Scout ($1,475), and Tourist ($2,350). The illustration depicts well-dressed passengers enjoying the car's features. The ad emphasizes technical innovations of the era: electric lighting and electric starting (then novel luxuries), a low center of gravity for safety, and straight-line drive mechanics. Sales figures (183% and 175% gains) are cited as proof of market success. The humor—if any—lies in the breathless, effusive marketing language typical of early automotive advertising, which treats car ownership as a thrilling lifestyle achievement. Terms like "love of motoring" and "wonderful fascination" reflect period attitudes toward automobiles as rare, prestigious machines rather than everyday transportation. This is primarily **commercial content**, not editorial satire.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
. t y Electrically Lighted MERICA Electrically Started UNDERSLUNG. Positive proof of the growing popularity of underslung construction Actual Sales Last Fiscal Year Over Preceding Year, Gain 183% Actual Sales First Two Months This Year Over Same Last Year, Gain 175% great, graceful machine stimulates your love of motoring. Imagine your thrill of mastery over this extraordinarily sensitive and powerful piece of mechanism. A touch of the throttle and the big motor responds. You fly sixty, seventy miles an hour with ease—carefree! The deep cushions of the spacious and tichly appointed tonneau make you feel at peace with the world. No side-sway, no danger, no discomfort of any kind; allis elim- inated by the ‘‘American Underslung"’ frame construction. Loaf along if you like. No shifting of gears for a four-mile speed. You are driven by the most faultless and obedient of motors. Truly, this is the car for those whose recreation is touring. Little need to build handsomely unless substantially. This is the secret of the “Traveler’s’’ worth. You'll note no deterioration the second season. It is more than the handsomest; it is the best built car. The “Traveler” is built on the famous ‘American Underslung”’ T: “American Traveler” isa big car of huge power. This principle, which makes possible additional safety, economy and comfort. The low center of gravity means safety and added comfort. The straight line drive means less 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 advantages. The ‘“‘Traveler”’ is priced at $4,500. In keeping with its general elegance we have listed as complete equipment the very finest prod- ucts of the accessory shops. Due to the extraordinary care in construction we can make only a small number of ‘Travelers.’ You should arrange an appointment at once with the nearest American representative. Be sure to at least enjoy for once this car’s wonderful fascination. We will be glad to give you our dealer's name and address. We will be pleased to send you a 1913 catalogue. The “American Traveler" (Type 56A) Fully Equipped—$4,500 Six passengers, Motor, four cylinders, 5}4-in’ bore, $34-in stroke. Wheel base 140 inches; dres, 41x434 Inch, frontand rear on demountable rims, The ‘*American Scoot"? (Type 22A) $1,475 $4,500 includesregular equipment as follows: combination. electric lighting dynamo and self-starter, all five lamps electric ($350.00 outfit); $90 Warner clock combination 100 mile speedom= fine mohair top and curtains: high tension magneto and storage battery; two extra rims; shock absorbers; foot rest; robe rail; horn; jack, tools and tire'repair outfit. The ‘‘American Tourist” (Type 34A) $2,350 der; fine plate glass wind shield; American Motors Company, Dept. K, Indianapolis, Indiana comicbooks.com