Life, 1912-11-14 · page 27 of 44
Life — November 14, 1912 — page 27: what you’re looking at
What you’re looking at
This is primarily a **automobile advertisement**, not a political cartoon. It promotes the Michigan Motor Car Company's "40" model priced at $1,585. The "satire" is implicit in the framing: the ad acknowledges fierce competition among 72 manufacturers of 40-horsepower cars, describing it as a "war" where prices have been "cut in two." The Michigan company positions itself as offering the best value—claiming superior features (electric lights, Turkish cushions, hand-buffed leather, 22-coat finish) at the lowest price. The humor lies in the **tongue-in-cheek appeal to consumer savvy**: buyers are urged to "get all you can" from this competitive "fight," with detailed instructions on what features to demand. Rather than hard-sell tactics, the ad trusts educated consumers to make informed comparisons. The single illustration shows the car's profile—a typical 1913 touring automobile. This reflects the **early automotive era's competitive frenzy** and emerging consumer culture, where manufacturers appealed to rational self-interest rather than brand loyalty.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIFE: Get All You Can This Year This is a year of fierce competition in 4o-horsepower cars. There are 72 makers of Forties. For men are demanding in motor cars now reasonable power and room. Scores cf these makers try to outdo each other. This war of the ‘go's’ has cut prices in two. And some ‘go's’ today are the best-equipped, most luxurious cars on the market. It is up to you buyers to get all you can out of this Forty fight. What to Get Get electric lights with dynamc. You are bound to want them, and they cost as an extra $125. Get four forward speeds, like the costliest cars. Get oversize tires—4¥% inches wide— for that means immense economy. Get 14-inch Turkish cushions for comfort. Get wide, long springs. Get wide seats and long wheel base. Get big brakes for safety. parts sufficient for a 60-h. p. car. Get hand - buffed leather upholstering, nickel trimmings, and a body finish of 22 coats. Get driving in a “40” These are points where makers skimp. Be sure you get them all. Then get a price which underbids all others for the things you seek. All for $1,585 In the Michigan ‘‘4o" you get all these perfections for $1,585. You get a car built by W. H. Cameron, who has built 100,000 successful cars. You get a body designed by John A. Camp- bell, ‘who has designed for kings. You get a car in which, in four years, we have worked out 300 improvements. Because of enormous production, and this model factory, you get a ‘40’ which leads this whole class at $1,585. Go make your comparisons. Watch each specification. Look out for the differences which cut down the value. See if any car in the whole Forty class gives what the Michigan gives for the money. For this is a war, and with 72 rivals you can get amazing values. Send this coupon for our catalog. It pic- tures every detail, and helps you make com- parisons. It shows the various bodies. Send the coupon today, and we will tell you where to see this car. Michigan Motor Car Company, Kalamazoo, Mich. Owned by the Owners of the Michigan Buggy Company Michigan ‘‘40” $1,585 With All These Special Features : Four forward speeds, like all lead- ing foreign cars. Electric lights with dynamo. Oversize tires—35 x44 inches. 40 to 46 horsepower. Wheel base, 118 inches. Rear seat, 50 inches inside. Turkish cushions, 14 inches deep. Central control. Left side drive. Drive shaft sufficient for 60 horse- power, Brakes—Extra efficient—drums, 16 x 2 inches. Springs 214 inches wide, 37 and 50 inches long. Demountable rims. Extra rim. Steering post, clutch and_ brake pedals all adjustable to fit any driver. Shortsville wheels. Hand-buffed leather. Best curled hair. Body finish 22 coats. Nickel mountings. Electric headlights, very powerful, 1214 inches diameter. Sidelights flush with dash. Windshield built in. Mohair top, side curtains and en- velope. Electric horn. $50 Speedometer. Foot rail—robe rail. Rear tire irons. Tool chests under the running boards, out of the way. Over-capacity. Every driving part made sufficient for a 60 horsepower car. Self Starter Either gas or electric, furnished at moderate extra price. We do not include it because men differ about the type they want. —— | Mail This Coupon | Michigan Motor Car Company | Kalamazoo, Mich. Mail me your 1913 Catalog. comicbooks.com