Life, 1912-12-05 · page 77 of 116
Life — December 5, 1912 — page 77: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward automobile advertisement from Life magazine's pages. The page promotes the 1913 Locomotile, claiming it's "The Best Built Car in America." It features a photograph of an open-air touring car and lists three categories of superiority: quality materials (bronze transmission case, chrome nickel steel), important features (electric lighting, running boards), and ease of riding (rear-hung tires, elliptic springs). The Locomotile Company of America lists manufacturing branches across major U.S. cities with headquarters in Bridgeport, Connecticut. This represents early automotive advertising emphasizing technical specifications and luxury features to appeal to wealthy buyers—the primary market for automobiles in 1913. No satire or political commentary is present; this is period advertising copy highlighting engineering innovations that were genuinely notable for the era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
SIX "48" WITH EIGHTY-TWO. HORSEPOWER “The Best Built Car in America” is not equaled by any other car ever built, at any cost, in— (1) Quality of Materials (2) Features of Importance Bronze Transmission Case. Bronze Motor Costliest and most efficient Electric Lighting » Base. Chrome Nickel Steel Gears and Shafts System. Flush Sided Bodies, concealed hinges throughout the car. Chrome Nickel Tungsten and door handles. Running Boards clear both Steel vehicle springs. Pressed Chrome Nickel sides. Long Stroke Motor, Seven Bearing Steel Chassis Frame, heat treated. Crank Shaft, Disc Clutch, Four Speeds. (3) Ease of Riding Rear Hung Tires eliminate side sway. Locomobile Ten-Inch Upholstery. Three-quarter scroll elliptic Rear Springs, shackled at both ends, giving full play. Perfectly balanced Chassis on Long Wheelbase. Shaft Drive System with exclusive features contributing much to the easy riding of the car. The Locomobile Company of America Branches Motor Cars and Motor Trocks Branches: New York Chicago Boston Baltimore Minneapolis Philadelphia Pittsburgh Gebers Obrceana wore Atlanta Los Angeles ‘Washington St. Louis Bridgeport, Conn. San Francisco Oakland comicbooks.com