Life, 1915-11-25 · page 43 of 44
Life — November 25, 1915 — page 43: what you’re looking at
What you’re looking at
This is **not a political cartoon or satire**, but rather a **straightforward advertisement** for Willard Storage Batteries, disguised as editorial content in Life magazine. The image shows two men in a service station examining a car battery—likely a salesman or technician (seated) and a customer (standing). The "joke" in the headline—"How Long Should a Storage Battery Last? That's up to you!"—is a rhetorical selling point, not satire. The ad argues that battery longevity depends on proper maintenance and quality construction. It emphasizes that Willard batteries are used by "over 140 car builders" and maintains a nationwide service network to support customers. The text reassures readers that regular inspection at Willard service stations will prolong battery life. This represents early 20th-century **advertorial** practices—commercial messaging presented in the style of magazine editorial content to appear more credible and less promotional.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
‘LIFE: How Long Should a Storage Battery Last? That's up to you! A battery isn’t like a spring or an axle—it's an electro chemical apparatus that 1s constantly charging and dis- charging, changing its condition. Unless you appreciate what this means to you, it may make all the ditierence between long, satisfactory per- formance, and a few months of expense and unreliability. Tf you want maximum lighting and starting satisfaction at least ex: be ou must insist on a well made battery to begin with, and see that As properly cared for after it’s on your car. 1 can't judge battery quality by appearance—but you can trust the ent of over 130 car builders who have selected Willard Batteries aiter every kind of test in the laboratory and on the road These car builders know it costs Willard more money to put that re- ity battery. But the ones set ur satisfaction: They know that long life 1s impossible without sturdy con: struction, But Willard doesn’t stop there—he maintains a nation-wide service cll you how to take care of your battery—and to give you the expert that makes this as easy and as economical for you as possible. ore than repair shops. Fach of the sso an can qualify to give Willard S ilities and knowledge put him in the V 1 Service STORAGE BATTERY Willard Ratteries_ on 7 That's why you'll ilders who are giving the buyer the products of over 140 ¢ his money. Regular Inspection Prolongs Life At any Willard Service Station you can have your bat free of ‘ ‘ou can get a card entitling you to that same every : Ret expert service at a fair price and rite for booklets, “Truth Telling 1 tery.” They'll tell you how to test the « care it.” They'll tell you what cars c you the add of all Willard Service Si Cheat AttaS INI ANAYe Dinect FACTORY RerReseNTaTives Service St eepert hs PETER J. CAREY, PRINTER comicbooks.com