Life, 1916-04-20 · page 35 of 52
Life — April 20, 1916 — page 35: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward **commercial advertisement** from Life magazine (page 763). The page promotes Republic Motor Trucks, manufactured in Alma, Michigan. The top illustration shows a truck actively hauling cargo, depicting the vehicle as practical and capable. Below is an aerial photograph of the company's factory, emphasizing its recent rapid expansion ("built...in two years") to meet wartime or postwar demand. The ad highlights technical features: "Nickel Steel" construction, "Internal Gear Drive," and standardized parts. Four truck sizes are listed with prices ranging from $995 to $2,550. The "Dreadnaught" model name (evoking the famous British warship) suggests this advertisement likely dates to the World War I era or immediately after, when industrial capacity and military-grade equipment were matters of national pride and commercial appeal. This represents typical early-20th-century trade advertising: emphasizing American manufacturing prowess, technical innovation, and rapid industrial growth.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
REPUBLIC INTERNAL GEAR DRIVE TRUCKS Po REPUBLIC d addressed rm of wes The Trucks That Built A Great Factory In Two Years Below is a recent view of the Republic Motor Truck Company’s plant at Alma, Michigan—built to produce the tenfold output made neces- sary by the demand of the last two years. This factory, designed and equipped for the manufacture of trucks exclusively, is operated by an organiza- tion with fourteen years’ experience in motor truck building. Republic Trucks are called The Nickel Steel Trucks because of the liberal use of this material in every part of excessive strain. With Internal Gear Drive, and every part an acce] pted standard, Republic construction cannot be ce eee at any price. Four sizes: F, three-quarter ton, $995, express body included; E, one-ton, $1275; A, two-ton, $1675; T, The Republic ‘Three-ton Dreadnaught, "$2550. Write for. folder of model you are interested in Republic Motor Truck Co., Dept. T, Alma, Mich. Dealers and service stations fe over 300 ised “- comicbooks.com ~