Life, 1912-10-10 · page 29 of 48
Life — October 10, 1912 — page 29: what you’re looking at
What you’re looking at
This is a **Studebaker automobile advertisement**, not a political cartoon. It appeared in *Life* magazine (circa 1910s based on styling and pricing). The page promotes the Studebaker "20" model at $800, emphasizing three selling points: POWER, DURABILITY, and ECONOMY. The illustration shows two men in period dress (hats, suits) in an open-air automobile, apparently driving confidently. The satirical or humorous element is subtle—it's typical of early auto advertising's grandiose claims. The text boasts the car can handle "3000 revolutions per minute" and that owners "never find a road where the car will not turn its wheels." The company promises meticulous steel testing and claims owners spend only "$14 per month" upkeep, positioning the vehicle as affordable luxury for "any man of moderate means." The humor, by modern standards, lies in the overwrought earnestness of early automotive marketing rather than any explicit joke or caricature.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
These Striking Advantages Compel Attention POWER—Compared with any car of its price the Studebaker (Flanders) ‘20 has not only power, but super-power—always a resolute, unyielding, conquering ability to go. Its large valves, ample intake manifold, dome pistons and remarkable motor design make it incom- parable in this respect. The motor has turned under load.up to 3000 revolutions per minute and gives the car extraordinary power and speed. Owners unite in testifying that they never find a road where the car will not turn its wheels. Its excellent balance makes travelling easy. DURABILITY—Here the Studebaker advantage is paramount. We maintain an entire depart- ment of experts to test every shipment of iron and steel which enters our plants, and also to test all the finished product. Our records can tell any Studebaker owner precisely the analysis of each piece of steel in his car and, in addition, the strain, far beyond driving conditions, which the different parts will stand. So carefully do we watch the manufacture of our cars and assure our owners of lasting satisfaction. ECONOMY—The last three months’ letters from Studebaker ‘‘20"’ owners show a total upkeep cost, over a considerable period, averaging $14 per month. Conditions vary so much that this average may be quite high, or possibly a little low, depending upon use, but any man of moderate means can drive a Studebaker ‘20’? and enjoy all that anyone can ask of an automobile, with absolute certainty that his expense will always be within reason. These three points are vital to every prospective ocner. They sum up automobile satisfaction, and in them the Studebaker "20" has a great and proved advantage. See our dealer today and decide for yourself STUDEBAKER CARS (Nickel or Brass Trimmed) STUDEBAKER (Flanders) ‘‘20"" — STUDEBAKER (E-M-F) **30"* ) Roadster. . . $750 Touring Car $1100 Touring Car. . 800 Detachable Demi- Utility Car oe 800 Tonneau . . 1100 Delivery Car. le 800 Roadster . . 1100 AUlprices f.0.b. Detrott.Top, Windshield, Prest-O-Lite Tank and Speedometer, Eztra. You can get prompt delivery. Our Art Catalog L mailed on request. THE STUDEBAKER CORPORATION DETROIT, MICH. 1965 comicbooks.com