Life, 1915-08-26 · page 38 of 48
Life — August 26, 1915 — page 38: what you’re looking at
What you’re looking at
This is **not a political cartoon or satire**—it's a automobile advertisement from Life magazine for the Chalmers Motor Company's "Six-40" model priced at $1,350. The ad uses militaristic "battle" language metaphorically to position the new car as competition against rivals in the medium-priced automobile market. It emphasizes Chalmers' innovations (valve-in-head motor, overhead camshaft) against "old style motors," and contrasts the company's quality and service ideals against competitors prioritizing higher profits. The illustration shows a touring car loaded with passengers, meant to showcase the vehicle's 7-passenger capacity and appeal. This represents early 20th-century automotive marketing rhetoric, when manufacturers competed intensely on technological advancement and cost. The "battle of the giants" framing was typical advertising language of the era, appealing to consumer desire for proven performance at reasonable prices.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
40 Horsepower, 7-Passenger Touring Car, Weight 3075 lbs. Valve-in-Head Motor with Overhead Camshaft HE battle of the giants is on. It is a battle royal for the supremacy of the medium priced motor car feld. It is the battle of that type of motor which smashed all speed and endurance records at Indianapolis and Chicago—against old style motors. It is the battle of the principles of construction that went 90 miles an hour for 500 miles at Indianapolis, and 100 miles an hour for 500 miles at Chicago—against out-dated prin- ciples of motor construction. It is the battle of the manufacturer against the middleman, the producer against the assembler, of buying for cadh again buyiig.on tine, of new efficiency in methods of manufacture and administration against inexperi- enced methods. Tt is the battle of Quality and lower profits against higher profits and lack of quality. It is the battle of new service ideals and co-operation against old methods of expensive upkeep and neglect of the owner. Into this contest the Chalmers Motor Company enters the greatest car it has ever built, the Chalmers “Six-40” with valve-in-head over- head camshaft motor. It is the lowest price at which Chalmers Quality has ever been sold—$1350 for a big 7-passenger touring car! It is a new car at a lower price sent to battle with old cars at cut prices. With new service to owners, bigger plans, new buildings, increased factory facilities and greatly increased production the Chalmers Motor Company moves forward to the great battle with supreme confidence. “Let your next Car be a Chalmers” comicbooks.com