Life, 1914-03-26 · page 38 of 41
Life — March 26, 1914 — page 38: what you’re looking at
What you’re looking at
This is **not satire or a political cartoon**—it's a straightforward **product advertisement** for Evinrude outboard motors, placed in Life magazine (circa 1913-1914). The page promotes converting rowboats into motorboats using Evinrude's detachable motor. The marketing pitch emphasizes convenience: vacationers shouldn't waste time rowing or paddling when they could use a motor instead. The advertisement notes the motor is so simple "women and children are 'Evinruding' everywhere"—highlighting the product's ease of use as a selling point. A key feature advertised is the "Maxim Silencer," positioned as an exclusive innovation making the motor exceptionally quiet. The image shows a man operating the motorboat equipment. The ad includes technical specs (8 mph for rowboats, 12 for canoes), pricing information, and lists government adoption, including by the U.S.A. This reflects early-20th-century marketing tactics promoting emerging motorized technology as a leisure upgrade.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Make YourSummerPleasures WhatThey Really Ought tobe Those precious fleeting moments of a hard earned vacation are yours to enjoy to their fullest extent. Don’t waste them tugging at a pair of oars. Don’t waste them by taking hours to reach your favorite fishing ground. Turn any rowboat into a motor-boat with an and enjoy the pleasures of motor-boating. So simple to oper- ate that women and children are “Evinruding” everywhere. Why not get one for your vacation? BY special arrangement we have procured as an exclusive “Evinrude” feature, the FAMOUS MAXIM SILENCER and can apply it to either 1913 or 1914 models. The “Evinrude” has always been practically silent in operation, but this addi- tion makes it a veritable triumph. No similar motor can use the Maxim Silencer. It has been added to the already long list of exclusive “Evinrude” features. Large illustrated catalogue free upon request EVINRUDE MOTOR CO., 3 2SSF Street, sre Wis, Drives a rowboat 8 miles an hour—a canoe 12 miles. Built by the largest manufacturers of rowboat motors in the world. Capacity for 1914, 60,000 “Evinrades™. Equipped witha built-in reversible magneto (water-proo!), ‘one-twelfth turn of the fly wheel; no cranking. mn adopted by 12 governments, ing U.S.A. Weight about fifty pounds; may be carried like a suit case, For sale at Hardware and Sporting Goods Dealers everywhere Write for the Catalogue eomicbooks!leo