Life, 1912-10-03 · page 6 of 56
Life — October 3, 1912 — page 6: what you’re looking at
What you’re looking at
This is primarily a **commercial advertisement**, not satire or political commentary. It promotes the Baker Coupe, an early electric automobile manufactured by The Baker Motor-Vehicle Company of Cleveland, Ohio. The decorative border and elegant illustration of well-dressed figures (appearing to represent wealthy patrons) reflect the **luxury market** this vehicle targeted. The text emphasizes the Baker's advantages: smooth power transmission via "shaft drive," responsive steering, reliable braking, and safety features—appeals to affluent buyers, particularly women drivers. The "Winter" heading suggests seasonal marketing. This represents the **early 1900s electric vehicle industry**, before gasoline engines dominated. Electric cars were considered sophisticated, quiet, and suitable for urban society.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
er a WG SI ay THe individuality and dis- tinctiveness of the Baker Coupé are also notably ex- emplified in the Baker Brougham, pictured above. Aside from its stately elegance and luxury, its ample power and flexibility of control have established a standard of utility heretofore thought unattainable in an electric of the more commodious type. The power transmission in the Baker che well-known Baker shaft drive—the one p: fect “direct-path” drive, representing the greatest advance in the evolution of the electric. ness The even balance and resiliency of the chassis, run the Baker. Two sets of brakes insure quick with its pa spring suspension, contribute and dependable stopping of the car at all times. i to the riding for which the The entire Baker mechanism is trouble proof; In design essentially a from every viewpoint of construction and opera- num strength at minimum weight; tion, th s the one car to be chosen for the absence of superfluous structural load saves uses of ladi or for men who prefer to drive batteries, tires, etc., and increases mileage radius, their own machine, It | The Baker is the only electric equipped wi thoroughly a patented current controller which insures est annoyance from mechanical detail gradual and uniform application of power, even very Baker is backe: f neering and if suddenly thrown on, ‘The car will not plunge serv pport of the la lusive electric forward with a jerk; its speed will increase motor car plant in the world. THE BAKER MOTOR-VEHICLE COMPANY, CLEVELAND, OHIO Builders also of Baker Electric Trucks comicboo!