Life — November 14, 1912 — page 2: what you’re looking at

What you’re looking at

# Analysis This is primarily **advertising rather than satire or political cartooning**. The U.S. Light & Heating Company (USL) promotes their Storage Battery for electric vehicles, specifically targeting Pittsburgh—a city with steep hills that made early electric cars impractical. The ad's central claim: USL batteries enabled electric vehicle adoption even in Pittsburgh's challenging terrain, achieving 65-70 miles per charge with longer lifespan than competitors. The illustration shows an electric truck loaded with cargo ascending a hill, demonstrating the battery's capability. The implicit message is technological innovation solving real urban problems. This reflects the early 1900s electric vehicle market before gasoline engines dominated. The ad includes a coupon and lists USL offices in major American cities.