Life, 1915-05-27 · page 33 of 44
Life — May 27, 1915 — page 33: what you’re looking at
What you’re looking at
This is a **period advertisement**, not a satirical cartoon. It promotes the Motorists Security Alliance (M.S.A.), a membership organization for automobile owners, circa early 1900s. The "Red Bull-dog" emblem appearing on member car radiators supposedly deterred car thieves through fear of the organization's rapid $50-reward notification system. The advertisement claims no thief has ever successfully stolen from an M.S.A. member car. The organization positioned itself as protection against multiple threats: theft, legal difficulties, extortion by mechanics/garages, and credit issues when traveling. Membership benefits included legal aid, medical attendance, and insurance discounts. The page recruits local agents, requiring them to be motor owners and M.S.A. members themselves. The organization modeled itself on the American Bankers' Association structure. This reflects early automotive-era concerns: car theft was common, motorist networks were nascent, and insurance/legal protections were underdeveloped. The advertisement targets middle-class car owners seeking security and community status.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
CEE $50 REWARD! Car Thieves FEAR the M. S. A. Bull-dog “The little red bull-dog” on the radiators of cars owned by members of the M.S. A. is highly respected by auto thieves. Within one hour after the theft of such car is reported to us, Thousands of notification cards offering $50 reward for the arrest of the thief are actually in the mails. No thief has ever succeeded in breaking through the far-flung line of M.S. A. surveillance. This is just one of the many helpful activities of the MOTORISTS SECURITY ALLIANCE The National Organization of Automobile Owners for Protection, Saving, Legal Aid 4 Organized along the lines of the American Bankers’ Association. It looks after the motor owner's interests in a mul- A Few of the Benefits | titude of ways—keeps you out of legal dif- Prevention of Theft. | Emergency Certificate of Identification for Credit. Best Legal Service Obtainable. Best Medical Attendance. 25% Seviog son | Insurance Covering Auto- J The value of a membership in the | Protection Plates for Your Car. M. S. A. cannot well be measured in terms | Official Routes and Touring Suggestions. || of dollars and cents. The actual cash sav- Prevention of Extortion. |] ing on Indemnity Insurance pays back the modest membership fee. M. S. A. Book FREE— Send Coupon ¥= Send for the official M.S. AK, Book which gives a complete synopsis of the plan of operation, with inter- esting details on every phase of its activities. Learn what big things the M.S. A. is doing in behalf of its rapidly growing membership. CAL GEN ANTED W< have a very attractive proposition for men qual- LOCAL AGENTS TS WANTED ified to represent the M. S. A. If interested, ask for details. Every representative must most be a motor o @ motor owner and a member of the M. S. A. J. LESTER WILLIAMS, Secretary MOTORISTS SECURITY ALLIANCE Sitigul Hesdozertens, Devt. 32. ficulties—frees you from the extortion of supply men, garages and hotels—aids you in all emergencies—establishes your credit when among strangers. Chicago comicbooks.com