Life, 1915-10-14 · page 35 of 44
Life — October 14, 1915 — page 35: what you’re looking at
What you’re looking at
This is primarily a **car advertisement**, not political satire. The Studebaker company is marketing their "Four" model—a 4-cylinder automobile priced at $885. The ad's rhetorical strategy emphasizes value through paradox: the price has *decreased* from $985 to $885, yet virtually everything else has *increased*—wheelbase, engine bore, passenger capacity, tire size, and upholstery quality. The repetitive use of "INCREASED" contrasts with the lowered price to argue consumers get more for less. The imagery shows a side-profile silhouette of the car beneath the Studebaker wheel logo. The ad positions this four-cylinder vehicle as competitive with six-cylinder models, claiming it matches their power while costing significantly less. The tagline "More than 185,000 Studebaker cars now in use" appeals to popularity as proof of reliability. This represents early 1910s automotive marketing—emphasizing technical specs and value proposition rather than lifestyle branding.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
the end, has y do ther ture ear ken hen enty ited ear, man from book plied from addressed nm of wnso- HIS is a history-making car in power, size and quality. In power and flexibility this FOUR equals most SIXES now on the market. Price has been reduced from $985 to $885. But noth- ing has been decreased but the price. The wheelbase has been INCREASED from 108 to 112 inches. The motor has been INCREASED from 3!3x5 to 37-inch bore x 5-inch stroke. ‘The body has been INCREASED from FIVE to SEVEN-pas- senger capacity. The tires have been INCREASED from 33x4 to 34x4 Goodrich. ‘The body finishing operations have been INCREASED in num- ber from 20 to 25. The upholstery is the finest obtainable grade of genuine hand- buffed, straight-grain, semi-glazed leather. ‘Wherever a change was made in the quality of materials, BETTER materials were used. ‘The car has the SAME reliable Wagner Electric System as last year’s car; the SAME SAFETY-insuring Full Floating Rear Azle; the SAME equipment of 13 Timken Bearings; the SAME quick-stop brakes; improved one-man top; control equipment—oil gauge; gasoline gauge, speedometer, etc., all grouped on center of dash under one light—in unobstructed view and within easy reach of the driver. In every detail, the car gives GREATER value than ever before and at a lower price. In the face of such FACTS which you can prove, is it wise to buy any car without seeing and knowing exactly what you can get in this new Studebaker FOUR? See the car at once, Write for 1916 Catalog. AO Horse Power 4-cylinder car with a 37-inch bore x 5-inch stroke motor that has ever been offered in America or Europe for less than $1,000. T passenger 4-cylinder car that has ever been offered in America or Europe for less than $1,000, FOUR at $ 8 85 Four Cylinder Models Touring Car, 7-1 peaaeneet« $ 88s Landau-Roadster, 3- pase. « se F. 0. B. Detroit Canadian Prices Six Cylinder Models Touring Car, 7-passenge Canadian Prices Touring Car. Tepassanger . $1398 er Roadster, 3-passe: Landau-Roadster, 3-pass.. « andauRoadster, 3 F. 0. B, Walkerville F.0.B. STUDEBAKER South Bend, Ind. Walkerville, Ont. Detroit, Mich. Address all correspondence to Detroit More than 185,000 Studebaker cars now in use fn comicbooks.com