Life, 1914-03-12 · page 6 of 44
Life — March 12, 1914 — page 6: what you’re looking at
What you’re looking at
This is **not a cartoon or satirical content** — it's a straightforward automobile advertisement from *Life* magazine's advertising section (page 442). The Chandler Motor Car Company of Cleveland, Ohio is marketing their "Light Weight Six" automobile, priced at $1,785. The ad emphasizes economy through light weight (2,885 pounds), fuel efficiency (16 miles per gallon), and tire durability (7,000 miles per set). The advertisement uses competitive rhetoric typical of early automotive marketing, contrasting the Chandler's advantages against unnamed competitors. It appeals to practical buyers concerned with operational costs — relevant context for the post-WWI era when automobiles were still luxury items for many Americans. The page contains no political satire or social commentary.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
442 i WEE Manufactured by an experienced organization with soundest financial standing and highest credit. NNN A rs CHANDLER $1785 o-7 77 Built by Men Who Know Weighs 2885 pounds, with regular equipment Runs 16 miles per gallon of gasoline Owners average 7000 miles per set of tires HE Chandler proves what is possible in six-cylinder economy, —coupled with six-cylinder power and com- fort. The Chandler motor runs with all the precision of the finest watch. This perfect, continuous flow of silent power— comes from the six-cylinder experience that is built into the long-stroke motor. The men who build the Chandler had been building the highest grade high priced sixes in America for six years before they designed the Chandler. Power,—that is, power actually delivered to the rear wheels—is not a matter of dimensions. It’s a matter of performance. Chandler power is enhanced by Chandler light weight. The Chandler touring car, completely equipped, weighs 2885 pounds on the scales. Don’t buy any car till you know what it weighs,—not what somebody says it weighs, but what the scales says it weighs. If you want economy keep the weight down to the 3000 pound mark. Heavy weight means less delivered power and a heavy asoline bill. Heavy weight means a heavy tire expense. leavy weight is a raid on your pocket book. And a heavy six cannot give you greater service than a light six that’s equally well built. In the Chandler, pressed steel and cast aluminum, in place of heavy forgings, give greatest strength with lightest weight. Chandler power is enhanced, too, by imported annular ball bearings throughout the car. Every possible degree of friction is eliminated. Bosch ignition insures Chandler power. Chandler owners average sixteen miles, or more, per gallon of gasoline, seven hundred miles or more per gallon of oil, and seven thousand miles per set of tires. That’s genuine economy. After a full season’s service Chandler owners all over America declare there is not a single mechanical weakness in the car. They call it a perfect six. Write for new catalogue, proof sheet by which to find comparative values, and a convincing booklet called “Bouquets.” CHANDLER MOTOR CAR CO. 703-733 E. 131st Street, CLEVELAND, OHIO Distributors in all Principal Cities REA QRNP MA GAO Wai TE SEDONA