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

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

Be Done —But Do You Car Owners Want It? Suppose the maker of the car you drive, or the car you intend to buy, had been willing to put in a cheap imitation of a Willard Battery whose outside looked just the same. Then suppose, after a few months’ driving, things began to happen to the inside of that battery. Soft lead plates and poor oxides parted company ; defective rubber jars cracked when you drove over a bad bump; acid leaked out and corroded screws, handles and terminals; your car was defaced and your starting and lighting system made use- less—hozw would you like it? Willard Batteries Are Built for You Not to Save Money for Some One Else No wonder 85% of the makers of electrically equipped cary have adopted Willard ‘Storage Batteries. They could buy batteries at less cost, but they realize what it means to have you, the car owner, satisfied. That's why they appreciate Willard standards of manufacture which cost us more, but which pay both you ané us in the long run. at's why three different Willard laboratories— physical, chemical and electrical—are kept busy testing of material, every lot of oxides, plates, rubber other parts, as well as the finished batteries. That's why a double set of trained Willard inspecto: watch every man, machine and operation to prevent the least deviation from Willard standards. The lead oxides—source of the electric energy—must be chemically pure to start with, mixed in perfect pro- portion, and of exactly the right “ granular” structure so that they hold together like well made conerete, The wood separators are candled like eggs—only the perfect ones are good enough for your battery. Rubber jars must have a minimum tensile strength of yé2e, pounds, to the square inch—and must resist the orce of an electric current of 24,000 volts. Handles, screws—all metal parts—are lead coated to prevent corrosion. Boxes are made of the hardest oak obtainable, elements are sealed into jars and jars into the box by the impenetrable Willard Duplex Sealing. Packing up this care in construction are over 4so Willard Service Stations in charge of experts, ready to help you get permanent, everyday starting and lighting satisfaction. Ask for the list How to Tell a Good Battery Don't go by looks—they are easy to counterfeit. Tut there's @ tay to know—send for our pamphlet, No. D-3, “Truth Telling Tests.” Willard Storage Battery Company 200 W. Sith Street ‘So, Wabsth Avense SOLE EUROPEAN REPRESENTATIVE: ‘The British Willsrt Hattery Con, Lids, © Puuad St, Leadon W., England’ Cleveland, Ohio INDIANAPOLIS 318 North Tikinots Street DETROIT: 736-40 Woodward Avenve SAN FRANCISCO: 1433 Bash Street Direct FACTORY REPRESENTATIVES 19, ighla, Boston, Athata, Dallas, City, Quaha, |" Mianeapatis Sercice Stations tn All Principal Cities in the United States, Canada end Mexico The 146 Builders of These Cars Think Too Much of Your Interests to Use Cheap Batteries Lambert ies Uexinston McFarlaa, Meclatyre McLaughlin Madison Marion Bernstein Great Eagle Great Western Kelly King Kinell-Kar Kline Krox Kat. Zimmerman These cars represent 85% of the makes equipped with electric starting and lighting comicbooks.com