Life, 1915-03-25 · page 33 of 44
Life — March 25, 1915 — page 33: what you’re looking at
What you’re looking at
This is **not a cartoon or satire, but a straightforward automobile advertisement** for the Oldsmobile Model 42. The image shows a car successfully navigating treacherous terrain (a stream crossing), with passengers reassuring each other about the vehicle's capability. The advertisement's appeal rests on a key selling point for the era: **capability at an affordable price**. The copywriting emphasizes value—$1,285 for a car that resembles luxury models costing $2,500–$3,000. Key selling features highlight practical concerns of early automobile owners: fuel efficiency (18–24 miles per gallon), low oil consumption, and tire durability. The illustration of rugged terrain demonstrates reliability and durability. This reflects early-1900s automotive marketing, when cars were luxury goods and manufacturers competed by emphasizing both prestige and practical performance rather than styling.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
"Treacherous place here; better slow down.” “Have no fear, my friend. THIS CAR will make it.” See if this isn’t Your Idea of an Automobile or Model 42 is a striking innovation. It is so radically different from other light cars that no comparison can be drawn. It is strictly in a class with the finest and highest priced cars on the market; but its price is a revelation—$1285. It would easily be mistaken for a $2500 to $3000 car—is the exact image of the Big Six Oldsmobile, but lighter in weight, with five passenger body and four cylinder motor. With ample wheel base; weight less than 2500 pounds, it averages 18 to 24 miles to a gallon of fuel, uses but little oil and is exceptionally easy on tires. Ask for catalog 53 containing the full story of Model 42 with illustrations. Established 1880 Incorporated 1899 OLDS MOTOR WORKS LANSING - MICHIGAN , a a * ci x : a at Nz