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Life, 1916-01-13 · page 37 of 44

Life — January 13, 1916 — page 37: what you’re looking at

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Life — January 13, 1916 — page 37: Life, 1916-01-13

What you’re looking at

This page combines two distinct elements: a humorous essay and advertising. **The "Rain" Essay (left column):** A whimsical, tongue-in-cheek piece that anthropomorphizes rain as an unreliable but essential natural force. It uses mock-serious language to describe rain's contradictions—soft yet destructive, necessary yet inconvenient. The humor lies in treating weather poetically while acknowledging its annoying practical impacts (ruining dates, muddy clothes, tin-roof noise). **The Advertisements:** Two prominent ads appear: 1. **Federal Motor Truck Co.** (center-right) pitches trucks as replacements for "horse-drawn" transportation, emphasizing cost savings and efficiency—a modernization pitch typical of the 1920s industrial era. 2. **Stromberg Carburetor** (bottom-left) promotes automotive upgrades, similarly appealing to businesses modernizing their vehicles. The page reflects an era when motorized transportation was still relatively new and being aggressively marketed to replace horse-based commerce. The juxtaposition of whimsical nature writing with hard-sell industrial advertising is characteristic of Life's satirical approach to American life and commerce.

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

“LIF! 85 Oi {hii TT} Xammg AIN is composed of drops of water ot Ta Wee! @ . which are squeezed out by restless 2 : Rex: E clouds which jostle each other too much and crowd together. It is used in rivers, brooks and wells, and at lawn parties and church picnics. It is very soft and friendly when met, but fre- quently misses many important engages ments, especially in your back garden. But although it is very unreliable in keeping appointments with your garden, rain can always be counted on to appear st the right moment after you have taken your best girl to the theatre with- out a taxicab. Rain comes in storms, squalls, hurri- canes and tornadoes. In April it is usually delivered in installments. It is used by mosquitos in raising their young, 3 at which they are very successful. e Without rain we would have no canned Re ge ae Breaking would have been no Noah and no bird of peace. Also there would be no mud with the puddles and the chiefest joy of child- hood would fail. Rain is used on roads and, mixed with oil, produces a splendid combination which is a sure cure for antique fur- niture and oriental rugs, also for ball Reducing horse-drawn haulage costs to fractions sicesses; white Hannel trousers and point | with Federalized transportation has proven the effi- lace shirt’ waists, f pranze oF . in is also used on roofs and um- cient service-giving qualities of Federal trucks in over brellas. There is nothing on a dark five thousand installations. night, after you have been out playing poker until the wee small hours, that You are vitally interested in cutting all possible soothes your tired brain more than the . hi . f busi Wagnerian music produced by the rain corners in the running expenses of your business. on the tin roof under your receptive How about your traffic department? Is it using the tympanum ; also, when you are holding |e horse-drawn methods of “ Yesterday” or the “up to an umbrella over your wife's head, it Sg " is a pleasure to feel that her sixty-five the minute” Federalized Transportation ? dollar hat is not being rained on quite . . so much as your eight dollar stove-pipe. Our Department of Traffic Engineering has shown the great saving that Federalized Transporta- tion is making under widely varying conditions. May we show you how the Federal way is the road of low cost haulage in your business? FEDERAL MOTOR TRUCK CO. Lock DETROIT MICHIGAN Equip your new or old car with the New Stromberg Carburetor — put > | down the hood and forget your trou- | | eeoenentne —— Sn ATETATRAT a vbles as far as your Carburetor is OCmnInD. CLIT Te DoD BO concerned -increase the service, , ae aaa the power, the speed, flexibility ind acceleration of your machine. ae ependability! That's one of the pre- Historical Item dominating features of the Stromberg. A NATIONAL examination day was the next reform to be introduced. Public Carburetor. Send coupon for proof vot what the NEW STROMBERG will do for your car. to cover only those few at the top who posed as brows, statesmen, journalists, 7 authors and diplomats, no further objection was made The cxamination began on the first of May, and was under the ch. of the plain people, who appointed a committee of men noted for their common sense ¢ results were highly interesting. Out of one hundred and fifty statesmen, only eight went over the passing mark of seventy-five, Out of four hundred congressmen, it was conclusively proved that only four were capable of earning, in the open market, more than ten dollars per week. National patriotism then came to the front, and concealed the facts from the world, The experiment was discon tinued. It was thought to be too much of a disclosure. opinion was at first unfavorable to it, but when it was explained that it was intended