Life — January 9, 1913 — page 7: what you’re looking at

What you’re looking at

# Analysis This is **not a political cartoon or satire** — it's a straightforward **advertisement for Exide batteries**, circa 1913. The image shows an electric automobile parked in harsh winter weather, with well-dressed passengers boarding. The ad's message is practical: electric cars were a luxury option for the wealthy, but their reliability depended entirely on battery quality. Exide batteries, manufactured by The Electric Storage Battery Company in Philadelphia, promised dependable performance "under all conditions of road or weather." The social context: electric vehicles were genuine competitors to gasoline cars in the early 1900s, particularly appealing to affluent urban drivers. The advertisement emphasizes that Exide batteries were endorsed by major manufacturers and promises comfort without sacrificing reliability — a key selling point for a new technology.