Life, 1913-01-09 · page 67 of 100
Life — January 9, 1913 — page 67: what you’re looking at
What you’re looking at
This page is primarily a **Cole Motor Car advertisement**, not satire. It appeared in *Life* magazine during the early automotive era (likely 1910s, based on the vehicle design and pricing). The "cartoon" element is the narrative framing: it humorously depicts an everyman customer who initially felt intimidated by car salesmen's jargon ("carburetor," "differential") but now—as an informed buyer—confidently demands specific features. The joke is gentle: the customer has become so knowledgeable he can rattle off technical specifications, and the salesman's job is now simply to confirm the Cole meets these demands. The ad's point: Cole cars embody exactly what modern, discerning customers want—electric starters (revolutionary for women drivers), comfortable seating, powerful engines, and prestigious manufacturing. By aligning Cole with the customer's newfound expertise, the ad positions the car as the obvious choice for the intelligent buyer who knows what he wants.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
-LIFE:- | eee een | ail is the "50" Electric Starting $1985 Remember when % you bought your first motor car—the wise front you put up when the salesman began jabbering about the “carburetor” and the “differential”? You were depending then on the other fel- low. He told you what you wanted. Now, you yourself know what you want, and say so in no uncertain tones. “T want a car my wife can start every time from the driver’s seat by merely pressing a button. “T want electric lights, three-point suspen- sion, unit power plant and enclosed valves. ‘“My car must have long wheel base, elliptic ly g Pi springs and gasoline pressure feed’ service tank in the rear. “Put everything the driver needs right on ything g the dash within easy reach. ’ “Give me a big roomy tonneau—plenty of sprawlroomand thick, luxurious upholstering. “Add to this a big, powerful silent motor that is silent—that does not falter at mud and hills. “Then if your car has distinction—person- ality, if you please—and is backed by a big, endable organization, if I can buy all this Scene or less, bring out your order blank.” Now, if the salesman you happen to be talking ee ec mw to represents the COLE, you have closed the deal—then and there—because you’ve taken the specifications of the COLE off our lips. Series Eight « <> Ws VEs THREE CHASSIS THREE PRICES All equipped with Delco Electric Starter, lighting and ignition. Cole ‘‘40"’ 116-in. wheel base, completely equipped, $1685 Cole ‘‘50’’ 122-in. wheel base, completely equipped, $1985 New Cole Six Cylinder ‘‘60,’’ 132-in. wheel base, com- pletely equipped, $2485 All the same quality — merely diamonds of varying karat Whether or not ar? are an experienced motorist get the Cole Blue ook, a G4-page liberal gasoline educatio ii I out the conan today—you may be too ‘bus usy tom Orrow, Cole Motor Car Co. - The Cole may be seen at either the New York or Chicago Shows COUPON FOR YOUR CONVENIENCE COLE MOTOR CAR CO., InptAxarouis Indianapolis Without obligation to myself, send me at once the Cole Blue Book. You interest me. Name