Life, 1914-03-19 · page 6 of 44
Life — March 19, 1914 — page 6: what you’re looking at
What you’re looking at
This is primarily a **White Motor Company advertisement**, not political satire. The classical imagery—Minerva (Roman goddess of wisdom) with a winged Pegasus and a smaller armored figure—serves as brand messaging rather than commentary. The "Wisdom" headline argues that White Cars represent superior durability and design, making frequent trading unnecessary. The ad contrasts this favorably against competitors' planned obsolescence—the pressure to buy new models annually. The classical allusion to Minerva "advising Bellerophon to abandon the winged Pegasus for a White Six" is a mythological pun suggesting White vehicles are more practical than fantastical alternatives. This reflects early automotive marketing, emphasizing reliability and longevity as selling points during the industry's competitive early decades.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Minerva advises we Bellerophon to abandon the winged Pegasus for a White Six White Cars are preferred by those who believe that a car should endure for years to come, both in design and con- struction. Being obliged to trade every year or so, in order to have an efficient and up-to-date car, is both unnec- essary and unfair. White Owners do not trade, because White Cars are designed and built—for keeps. THE WHITE tad COMPANY CLEVELAND Manufacturers of Gasoline Motor Cars, Motor Trucks and Taxicabs