Life — October 3, 1912 — page 6: what you’re looking at

What you’re looking at

# Baker Electrics Advertisement 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.