Life, 1914-02-12 · page 29 of 44
Life — February 12, 1914 — page 29: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**, but a straightforward **automobile advertisement** from Life magazine's advertising section (page 28). The Willys-Overland Company promotes their $950 Model 79T car by using a comparison-shopping argument: just as consumers wouldn't buy an expensive suit over an identical cheaper one, they shouldn't overpay for cars with comparable features. The ad claims the Overland matches $1,200-$1,500 vehicles in motor power, wheelbase, comfort, and equipment—offering 30% savings. The pitch emphasizes value through repeated "Compare and see" refrains and notes Overland's market dominance ("more Overlands being sold today than any other similar car"). **Context for modern readers**: This reflects the early 1910s auto market when cars were luxury goods, and price-based marketing on feature parity was novel. The casual racism of "Life" magazine's typical content contrasts sharply with this earnest, rational sales pitch targeting middle-class buyers seeking practical economy.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
$950 Completely Equipped f. 0. b. Toledo With electric starter and generator—$1075 Costs You 30% Less— the simple process of comparison. If a staple suit of clothes costs $40 in one store and the identical suit costs but $28 in another store which suit would you buy? Or would you shut out all sense of reason and buy the most ex- pensive(but not superior) suit and waste$120r30%. Now which? Put your automobile purchase on the same basis—there is no difference. The $950 Overland has a motor that is as large and as powerful as in most $1200 cars. Compare and see. The $950 Overland has a wheel base as long as on most $1200 cars. Compare and see. The $950 Overland is roomier, has greater leg stretch and more actual comfort than most $1200 cars. Compare and see. The $950 Overland has tires as large as on most $1200 cars. Compare and see. A LL values must be judged and weighed by The $950 Overland has electric lights through- out the same as $3000 to $5000 cars. Compare and see. The $950 Overland has just as complete and just as expensive equipment as most $1500 cars. Compare and see. The $950 Overland is just as superbly and richly finished as any $1500 car. Compare and see. The $950 Overland is manufactured just as carefully as any car. Compare and see. And we can offer this exceptional value be- cause we are the largest makers of this type of car in the world. Why hesitate? There are more Overlands being sold today than any other similar car made. And this is because we continue to give more standard car for less actual money. The purchase of an Overland will save youa clear 30%. See the 1914 Overland in your town. Literatare on request. Please address Dept. 16 The Willys-Overland Company, Toledo, Ohio Specifications Electric head, side, tail and dash Fights Soe 114-inch wheelbase 33x6 Q. D. tives mantinacass top, curtais He oa erosion wind shield Got Dak lewart speedometer Flash U doors with concealed hinges MODEL 79T Manufacturers of the famous Overland Delivery Wagons, Garford and Willys-Utility Trucks. Full information on request. comichoo!