Life, 1915-12-23 · page 6 of 40
Life — December 23, 1915 — page 6: what you’re looking at
What you’re looking at
This page is primarily **advertising**, not satire or political commentary. It's a full-page advertisement for the Jeffery Quad truck, published by The Thomas B. Jeffery Company of Kenosha, Wisconsin. The central image shows a Jeffery Quad truck navigating deep mud—a practical demonstration of the vehicle's capability. The headline "December Is Quad Month" promotes the truck's four-wheel drive and steering system as superior to standard vehicles, particularly for winter conditions. The accompanying testimonial section ("Read What Users Say About the Quad") features customer endorsements emphasizing the truck's performance in difficult terrain. This represents early automotive advertising that emphasized practical utility and real-world performance rather than style or luxury.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“Through hub-deep mud—where no rear-wheel-drive truck could possibly travel”’—= Bell-Bockel Co., Quad Owners and Contractors at Altoona, Pa. December Is Quad Month Jeffery dealers select month when road conditions are exceptionally bad to demonstrate the amazing ability of the Jeffery Quad—the truck that drives, ‘ELEBRATING the world-wide acceptance of the Jeffery month arc giving a seriesof remarkable demonstrations. brakes and steers onallfour wheels. ad as the ultimate type of motor truck, Jeffery dealers this ‘heir purpose is to drive home, more forcibly than ever before, the fact that this truck does everything the standard rear-wheel-drive type of truck can do, and then goes on doing things that no other truck in the world can do. make the roads particularly bad at this tis soperior ability. If you are pot already World-Recognition Originally designed and built by the Jeffery Company to replace the four-mule team in the United States Army, the Quad during the past year, by the sheer merit of its perfor: mance, has met with tremendous success in commercial ser vice in practically every part of the world. In this period, more than 2,000 have been bought, built and sent into fery Lactory—a record never before equal- ed for trucks of similar capacity. Today the Jeffery Quad is known and recognized the world over asa super-truck. The Only Truck of Its Kind in Existence =the only truck which drives, brakes and steers on all four wheels. M&S. Automatic Locking Differentials put the Dower of the motor into any wheel or wheels that'can get {action when theothers cannot. Internal spur gears, driving directly, on the inner circumference of each, wheel. gives & tremendous leverage. Consequently, the Quad plows through mud, sand, ge and snow, and negotiates grades which are impassibl le to other trucks. These Men Have Seen the Light Following is a partial list of concerns in this count: have bought the Quad and proved its superior ability in prac- tical daily service. We have room for only a few of the which What the Jeffery Quad Does Pulls with all 4 wheels. 4 wheels Steers on all 4 wheels, Carries 2 tons on its Goes through mud or ine Pe ts habe They have chosen the month of December use heavy snow falls, thaws and rains most difficult conditions that the Quad most cles tes ite Because it fe uF thoroughly posted on the Jeffery Quad, ace your dealer, of write the Jefery ‘Company for many names. Notice Se widely varying lines of business: cathe United Staten Govern, se as ar 7, Du Pont. Powder Com is & Company; HEE vical Cos Copre sens oe m Carvet Swesper Co.: ; troction Soule seas ikea bas tery ia, (Fire Fite Dept Saar Berten Pomeer rier Cos Wisconsin Veterans vane, Brock (Contractors feed Balers Cigy of Winston Satem, N. Botuine) Tedheter Steel C bought ony after the ment searching fovestigat "Now! Comes YOUR Transportation Problem 1" pot already, eeen,the Jeffery Quad sarely/want to witness one of the demonstra this month. Get in Louch with the Jeffery Deater in yout locally af once, Orff yeu Gernot know fim, wre the Jefery factory stating the pare year Ugoblem and we will eladly send you complete [nformation to taditen to Paine, Zon tm touch mith our nearest dealer, Find oat NOW, bow the Qoad'will ance you money and make moncy for Yor Myour particular buotnece The Thomas B. Jeffery Company Dept. LI-12, K fisconsin Bolles of Motor Cars Since 1902 Read What Users Say About the Quad: Lack of space tinita o» to qvotations from oaty a few ofthe SR kta lp ourtiee Showing bow the Goad eeu performing cher pes of trocks. Refers makiog the perchag power — ire Joona into ait the canard ae oats wes nod thet the fear wbeet rive, brake and steer “treet fe tse only one which fan bo,osed Fad ase Serie eae ee i ee eee See your Dealer or write the Jeffery Company for information— TODAY.