Life, 1912-12-12 · page 33 of 48
Life — December 12, 1912 — page 33: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**, but rather a **dual product advertisement** from Life magazine's advertising pages. The page promotes a "Combination Set" pairing two automotive instruments: the Hoffecker Speedometer (left) and the Waltham 8-Day Timepiece (right). The central image shows "Model L," displaying both devices integrated together. The copy emphasizes precision engineering and reliability—key selling points for early automobile owners. The Hoffecker speedometer claims "absolute accuracy" and "seven years of dependability," while the Waltham timepiece boasts superior craftsmanship, temperature adjustment, and prestigious use in luxury cars. This reflects the era when accurate speedometers and reliable timekeeping were luxury features in automobiles. The pairing suggests complementary functionality: knowing both speed and precise time while driving was valuable to motorists. There is no political satire or hidden meaning—this is straightforward commercial promotion targeting "discriminating users" and "leading jewelers and auto supply houses."
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
m. © principal Buildings, Lire, 4 Inthe Realm of Speedometer Authority “THE STEADY HAND” HOFFECKER reigns supreme. It has stood rigid and exhaustive tests made by some of America’s leading mechanical engineers and has asa result been selected for speedometer equipment on some of the most frominent motor cars. Its Superior workmanship and scientific construction, its every refinement in mechanical detail, distinguishes it as the one PAR EXCELLENT speedometer in both artistic appearance and satisfactory service. ABSOLUTE ACCURACY—obtained by a special indicidual calibration process. A DAILY TRIP—giving intermediate distances which can be easily and quickly set to any desired mileage. An instantaneous resetting TENTHS DEVICE, designating fractions of a mile—are some of the indicidual and exclusice HOFFECKER features. There are TWO models furnished cither singly or in combination with the Jamous WALTHAM TIME-PIECE. Discriminating users specify the HOFFECKER, the speedometer with continuous service—Seventh year of DE- PENDABILITY. SEND FOR CATALOGUE THE HOFFECKER CO. Boston, : : Mass. Combination YO TNE VALTHAL The past year has but given stronger emphasis to the super- jority of Waltham 8 Day Time- pieces—has proved conclusively that they are like Waltham Pocket Watches in a class un- approachable in reliability. They have been used under all the varying conditions to which acar can put them and found to be absolutely dependable time- pieces. They are built to Waltham Standard, which means they are the acknowledged leaders of the world. They are the only 8 Day Time- pieces that have 15 jewels and adjusted to temperature; move- ment runs 8 days; has winding indicator. Two of the models are cased to match Hoffecker Speedometers, thus insuring artistic uniformity of speed and time equipment, all with greatest efficiency. For sale by leading jewelers and auto supply houses. _Interest- ing, illustrated literature free. WALTHAM WATCH CO. Waltham, : : Mass. comicbooks.com