Life, 1913-01-09 · page 94 of 100
Life — January 9, 1913 — page 94: what you’re looking at
What you’re looking at
This page combines advertising for electric vehicles with a serialized humorous story about domestic life. **The Advertisements:** The left side aggressively promotes electric trucks and vehicles as superior to horses. The copy emphasizes reliability, low maintenance, and growing adoption by major companies (Adams Express, Ward Corby, New York Edison). This is early automotive marketing (circa 1912) targeting commercial businesses, positioning electrics as the inevitable future that will replace unreliable horse-drawn transport. **The Story ("The Chauffeur"):** The serialized narrative satirizes wealthy household dynamics. A gentleman (Mr. Armyne) schemes to fire his chauffeur Achille through his nephew Sidney, but his wife opposes it. Sidney bundles the firing, and Achille—claiming he needs notice from Mr. Armyne directly—continues working. The joke concludes with Achille following the Armynes on their year-long travels to Italy, accompanying them even on leisure trips. The humor lies in the servants' power over their employers: despite the family's attempts to escape him, Achille remains indispensable and unavoidable. The contrast is ironic: advertisements celebrating machines replacing unreliable servants, while the story shows servants proving irreplaceable.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIFE If the Electric Trucks in the service of a single New York concern were loaded and placed one above the other they would make a column higher than the famous Singer Building, tower and all. The Horse Must Go The faithful but inefficient horse is passing. Horse-flesh is high — feed is expensive—stabling and in- surance are costly. The Electric never gets tired or sick, never slips or falters, but works quietly and quickly every day. The Electric Has Come to Stay Just think — the Adams Express Com- pany owns over 250 Electric Vehicles. The Ward Corby Company of New York has 214, the New York Edison Company has 107, the. New York Transportation Company has 125 cars and so on down the list of successful businesses in all lines everywhere. 58 Concerns Own 2292 Electrics In March, 1912, 58 concerns in the United States were operating an aggregate of 2292 Electric Vehicles valued at $8,000,000. When $8 shrewd, far-thinking concerns own an average of nearly 38 Electrics each, it is time for you to investigate. Upon request we will gladly send you interesting literature about Electric Com- mercial Vehicles. Write today. Public interest and advantage ortheElectric ELECTRIC VEHICLE ASSOCIATION OF AMERICA NEW YORK: BOSTON 124 W. 42nd St. CHICAGO The Chauffeur (Continued from page 134) (Mr, Armyne to Mr. Sidney Burnet.) My Dear Stpvev: Your plan seems to me to be ingenious, but your aunt is opposed to it. She says that Achille might find it out. Suppose, for exam- ple, he came back for something he had forgotten and saw the car in the coach- house again! What should we do? Another objection is that poor Job is ill, and Achille remarked to me the other day that before he took to engincering he was a gardener. From what I know of him, this means that unless Job gets better, Achille—if your plan is carried through—will ask to be retained in Job's place, and this will mean that we shall never see asparagus or strawberrics again, Don’t you think that we might xo to town, and you could ride over to “Highfield” and give Achille notice yourself for me? We will go to town to-morrow, and you might see Achille on Monday. Your affectionate uncle. XI: (Sidney Burnet to Mr. Armyne.) Dear Uxcte: I went over and sacked Achille to-day as arranged, but he re- plied that he could take notice only from you; and that from’ what Aunt Emily had said to him just before you went away he is sure there has been some mistake. He seems to have taken advantage of your absence to build a really rather clever pergola leading from Aunt Emily's sitting-room to the rose walk—" as a surprise for Mrs. Armyne,” he said, He had also repainted all your bookshelves and mended that pair of library steps. With the despatch of this bulletin I retire from the position of dis- charger of Frenchmen. Your affectionate nephew. Stoxey. XIL. (Mrs, Jack Lyon to a friend a few months later.) (Extract.) You remember the Armynes? In de- spair at ever getting rid of their chauf- feur, who certainly, led them a fearful dance, although he was rather a dear creature, the poor things let their house for a year and decided to travel. 1 have just heard from Bella, from Flor- ence, that she met them toiling up the hill to Fiesole the other day, and be- hind them, carrying Mrs. Armyne’s easel, was—whom do you think? The chauffeur! —From “Character and Comedy,” by . V. Lucas. Reprinted by permis- sion of the Macmillan Company, pub- lishers of the book. 138 Insures Tire Safety— /. f Lengthens Tire Life 1 In Rainy or —_ moisture is con- Snowy Weather stantly soaking through the cuts and breaks in the outer rubber coating of the tires, into the cotton plies beneath—rotting the fabric—shortening tire life and pav- ing the way for blow-outs and -cuts, eet TR TRACE MARM Prevents Tire Decay a liquid, unvulcanized rubber compound with a base of ‘pure gum—it protects the tire from the injurious effects of moisture, oil and light, thor- oughly waterproofs the fabric and makes tires look like new. A coat of Tirenew applied once each week while your car is in use will add 20 to 30 per cent to its life. Applied just before storing your car it will protect it from storage deterioration 0 that it will be in first class condition in the spri A Trial Can Send 2S¢ in stamps and your deales atrial can—containe enoegh to tire. Apply itto yoar epare tite f tioe and appearance. State which color you ire gray of pare white. ATION. {UBBER COMPANY N to! nAL St. Louis, Mo. POPULAR ADS ILLUSTRATED “THE MEMORY LINGERS” comicbooks.com