Life, 1916-02-03 · page 5 of 48
Life — February 3, 1916 — page 5: what you’re looking at
What you’re looking at
This page is **primarily an advertisement** for the Crane Model Simplex automobile, not a political cartoon. The ad uses architectural grandeur (Milan Cathedral) juxtaposed with the car to suggest that automotive engineering represents modern achievement equivalent to medieval masterworks. The text explicitly compares craftmanship—claiming the car's construction rivals cathedral-building in precision and care. The philosophical quote at bottom ("Genius—the infinite capacity for taking pains") reinforces this comparison between patient human labor and quality manufacturing. This is **commercial messaging disguised as cultural commentary**, typical of 1920s luxury-car advertising that positioned automobiles as expressions of refined taste and engineering excellence rather than mere transportation. The cathedral imagery elevates the product to artistic status.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
185 hen the Milanese began their cathedral in1386,no one asked, “How much for the money?” The cathedral was four hundred years building: but the Vision was achieved! That willingness totake infinite pains 1s what made the blown glass of Venice.the silk rugs of Persia,the shawls of India, the.embroidered screens of dapan. It is what makes the Crane Model Simplex. Neither in gloom riers from the swift f their appointed ~Meroabutus Ry ZS IRANE Model Simplex Cars are not merely manufactured.. Mature engineer- Six cylinders; one ing knowledge—studied refinement of design—the best materials—the most banised borseipowe. : ecpis Crane patented spring accurate tools—to all these there is added a wealth of slow and patient finishing, suspendion. Direct drive the loving toil of skilled craftsmanship making each detail perfect, comparable to on fourth. Every chassis one ° ‘ : girca jootile rosd (exe. nothing in American automobile construction. Each body built specially : , a 4 foe the buyer, like the The result is a new measure of silence, sweetness, easy riding and instant furnishings of the home. control; an indescribable sense of confidence in the car, and of freedom in its Every Crane Model marvellous reserve force. To ride in the Crane Model Simplex is to discard parle guaranteed all your former ideals of motoring luxury. 7 ae facie the original purchaser. ESL VISA! WS WAN Chassis, $5,000. Body priced according to cost. SIMPLEX AUTOMOBILE COMPANY, Inc. New Brunswick, N. J. “*Genius—the infinite capacity for taking pains.” BSAA ONIN | SSAA is 4 oI SANNA ISAS SORE SAV ASV ASSIS SOI TS ‘Omicbooks-com