Life, 1915-12-30 · page 40 of 41
Life — December 30, 1915 — page 40: what you’re looking at
What you’re looking at
This is a full-page advertisement, not satire, promoting the Baker or Rauch & Lang Electric automobile (Cleveland, Ohio). The illustration shows fashionably dressed women entering a luxury car, emphasizing its appeal to wealthy, refined clientele. The ad's humor lies in its marketing strategy: it emphasizes that the car's spacious interior won't crush women's elaborate hats and gowns—a genuine concern for early 1900s fashion. The "quiet" electric engine (versus loud gasoline cars) is presented as refined and genteel. The tagline "Fashion's Car" positions the vehicle as a status symbol for the social elite. The ad targets women specifically, suggesting that electric cars—quieter, cleaner, and easier to operate than gas vehicles—were marketed as appropriately feminine luxury items for the fashionable classes during this era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Fasuion'’s Car @The dainty interior of the Baker or Rauch & Lang Electric reflects the atmosphere of the refined home. It is spacious and cozy. Four or five persons in complete social attire find ample room and comfort without the annoyance of gowns or hats being crushed. The broad door swings wide open, permitting of easy entrance and exit. @The operating silence is remarkable—no noises to confuse or interrupt. @ Truly Fashion's Car—quiet exclusiveness in full keeping with superb design and workmanship. Agents in all prominent cities uy awit The Baker R & L. Company lett “The Social Neceinity” Cleveland, Ohio ° comicbooks.com