Life, 1913-11-13 · page 40 of 40
Life — November 13, 1913 — page 40: what you’re looking at
What you’re looking at
This page is **primarily advertising**, not satire. It promotes the Rauch & Lang electric automobile, marketed as society's choice vehicle. The ad emphasizes luxury features: multiple steering control positions, a "worm drive" transmission, silent operation, and fuel efficiency. Notably, it appeals to "the most timid woman," reflecting early-1900s assumptions that women drivers needed simpler, safer cars. The lower illustration references classical Rome (columns, "Royal Equipage of Cleopatra") to position the car as elite and timeless. The phrase "Coach Builders Over Sixty Years" establishes prestige through longevity. The tone is boastful—"highest-priced electric on the market"—assuming high cost signals superiority. This advertisement targets wealthy consumers seeking status symbols, reflecting the era when automobiles were luxury goods, not transportation basics. There is **no political cartoon or satire** present on this page.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Types of Control Front — Rear — Selective Dual The last has a combination of either front or rear control. Select the posi- tion from which you desire to drive. according to the number of passengers and brakes are automatically interlocked by merely turning front seat 10 natural position required by driving conditions. The Rauch & Lang Control System guarantee: positive control of your car al ways, under every driving Society Adopts The New Rauch & Lang Worm Drive Again has the Rauch & Lang Electric asserted its premiership as Society's chosen car. The success of the new worm drive has been immediate. This feature means the continued lead- ership in driving quality—just as the beautiful body lines, rich finish and ultra refinement of every detail have always marked supremacy of Rauch & Lang con- struction. Hundreds have already ordered the new car. They are enthusiastic because the Rauch & Lang Straight Type MAKERS OF COACH MISTORY—For oxc ¢ ch & Lang vehicle er BRANCHES AT NEW YORK, 1800 Broadway CLEVELAND, gers Avenue MINNEAPO! MANSAS CITY: 3501 Mew Steve THE RAUCH & LANG CARRIAGE COMPANY 2197 West Twenty-filth Street Worm Drive (top mounted) which is superior to all others means a greater- than-ever all-’round efficiency, a silence that is manifest, a power-economy hitherto unknown, and a driving simplicity that appeals to the most timid woman. The Rauch & Lang is the highest-priced electric on the market. _ Its value is readily apparent to those who seek a car of artistic and mechanical perfection. Any Rauch & Lang agent will gladly demonstrate. Catalog mailed on request. In each successive Cey (7 ve heen builds eland __ Be op ROY AUEQUIPAOE SCLEO RS