Life, 1916-05-11 · page 31 of 48
Life — May 11, 1916 — page 31: what you’re looking at
What you’re looking at
This is primarily a **Chandler automobile advertisement**, not political satire. The page promotes the Chandler Six automobile at $1,295. The headline's sarcastic tone—"Some Old Names Are Branded On New Theories This Year"—is a competitive jab at rival car manufacturers. Chandler argues that while some established automakers are introducing untested innovations, Chandler itself represents proven reliability: the same motor design that "upset the whole industry three years ago" and earned 20,000 owners calling it "the Marvelous Motor." The advertisement emphasizes that Chandler avoids experimentation—it's a refined, established design rather than unproven theory. The illustration shows well-dressed figures admiring the touring car, appealing to middle-class aspirations. This reflects 1920s-era automotive competition, where manufacturers marketed either innovation or dependability. Chandler positioned itself as the latter: tested, mechanically sound, and beautiful—avoiding the risks associated with competitors' new designs.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
POWER — Ample to take this car, loaded, anywhere that any automobile can SPEED — More than 999 of every thousand car owners would ever want or dare to use. MOTOR — The Marvelous Chandler Motor, built in the Chandler factory for three years past and ‘the world over, FROM ANY HINT OF | EXPERI- MENTATION. CFANDLER SIX $1295 Some Old Names Are Branded On New Theories This Year year put their seal of approval on that Chandler isn’t the oldest name in the automobile industry—but there isn’t a better name in the industry. Some old names are branded on new theories this year. The Chandler name is branded on a car that has made good for three years, The Chandler motor of today, except for minor refinements, is the motor that upset the whole industry three years ago, (to the everlasting advantage of the car purchaser), and launched the vogue of light weight sixes selling for less than $2,000. Twenty thousand owners have named it “the Marvelous Motor.” Twenty thousand new owners will this Seven-Passenger Touring Car - - Four-Passenger Roadster - name. For the Chandler is mechanically right, In it theresis not a single hint of experimentation ; not a suggestion of un- tried theory. And Chandler bodies are the most beautiful of the year. There is no reason why we should tell you this is true if it were not true. Go and see them. See the big seven-passenger touring car; featured by the handsome walnut panel tonneau cowl—featured by grace in every line. And see the new four- passenger roadster—the sensation of the year everywhere. Go see these things, go prove these things, for yourself. $1295 1295 F. O. B. Cleveland Write for New Catalogue and name of nearest Chandler dealer Prompt Orders Secure Prompt Deliveries CHANDLER MOTOR CAR COMPANY 705-735 E. 131st Street, Cleveland, Ohio New York Office, 1884 Broadway ‘ Cable Address, “ Cnanmotor” comicbooks.com