Life — September 23, 1915 — page 3: what you’re looking at

What you’re looking at

# Analysis This page is primarily an **advertisement for Willard Storage Batteries**, not a political cartoon. The ad uses a rhetorical argument rather than satirical imagery. The pitch targets car owners by posing a hypothetical: imagine if your car manufacturer used cheap imitation batteries to save money. The ad describes potential failures—soft plates, defective rubber, acid leaks, corroded screws, failed ignition—creating anxiety about inferior products. The list on the right shows 146 car manufacturers (representing 85% of cars with electric starting/lighting) that apparently trust Willard batteries, functioning as a social-proof endorsement. This reflects early automotive-era concerns about battery reliability and quality standards, when battery failure was a common, serious problem for vehicle owners. The ad essentially argues: premium batteries aren't luxury—they're necessary.