Life, 1915-05-06 · page 39 of 56
Life — May 6, 1915 — page 39: what you’re looking at
What you’re looking at
This is primarily an **advertisement**, not political satire. The page promotes Willard Storage Batteries by addressing a specific technological transition. **The Context:** Early automobiles required hand-cranking to start—a physically demanding, sometimes dangerous task. By the 1920s, electric starters powered by storage batteries replaced this method, making cars more user-friendly. **The "Joke":** The headline "What Put the Crank Out of Business?" refers to the literal hand-crank, now obsolete. The car illustration shows a cartoon face where the crank would have been, humorously personifying the car's relief at no longer needing manual starting. **The Sales Pitch:** The ad argues that while owners ignore their batteries, 85% of car manufacturers trust Willard batteries for reliability. It promotes their hydrometer tool and 275 service stations nationwide. **Why It Matters Today:** This ad documents a major automotive innovation—the shift from mechanical to electrical starting systems—presented as consumer-friendly progress. The tone assumes readers understand the old crank-starting method's inconvenience.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
What Put the Crank Out of Business? Many an owner gives little thought to the storage battery on which his starting and lighting system is absolutely dependent—even less than he used to give to that old iron crank which caused him so much perspiration and vexation. Yet w hat an interesting as well as important part of the car is this source of the electric impulse that lights his way and thrills his motor into a thing of life and power! The battery is more like the human organism than any other part of the automobile. It is chemical—not mechanical. Like your body, it is ever undergoing a process of silent transfor- mation—growing stronger or weaker. It does not “store” electricity, it creates it, by the chemical changes in its elements, which are again restored to full vigor and good health—by running your car. You can’t tell from the outward appearance of a battery whether it is dependable or not. But you can trust the com- bined judgment of 85 per cent of the makers of clectrically equipped cars. After every possible test of all makes of batteries, these car builders depend on Willard Batteries for the efficiency of their starting and hghting systems. The Only Tool You Need Every owner of an electrically equipped car needs a hydrometer syringe. It is the only means of accurately knowing the condition of your battery's charge. If not ur car equip= paid from Cleve- on receipt. of a dollar bill. Book containing full instructions for use will be sent with hydrometer. Over 275 Expert Service Stations All over the country you'll find these stations. tery experts in charg cauipment and facilities for cexpert serv ice. Wher when you the judgment ajority. of car nit compete complete jac WILLARD STORAGE BATTERY COMPANY New Y Cuicac General Offices and Works, Cleveland Woodward Avenue Derrott: 7 821 Monadnock Bldg Sax. Frani North Mlinois Street comicbooks.com