Life, 1916-06-01 · page 31 of 44
Life — June 1, 1916 — page 31: what you’re looking at
What you’re looking at
This is primarily a **product advertisement**, not political satire. It promotes the Mitchell automobile (priced at $1,325 F.O.B. Racine, Wisconsin) by emphasizing factory efficiency and engineering innovation. The page centers on **John W. Bate**, an efficiency engineer credited with revolutionizing manufacturing at Mitchell for 30 years. The advertisement argues that Bate's design principles—cutting factory costs in half, optimizing every machine and building—result in an affordable, high-quality vehicle with 26 "extra features." The appeal targets **business-minded men** who value efficiency and cost savings. The ad claims the car represents "a lesson in factory efficiency" and cites credibility markers: 36 engineers who personally purchased Mitchells, and Hyatt bearing tests showing 164,000-mile durability. This reflects early 20th-century **industrial-age marketing**, celebrating manufacturing innovation and the expertise of named engineers as selling points—very different from modern advertising approaches.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
THE MID-YEAR SIX 257 CARS IN ONE Makes Men Stop and Think This Car is a Lesson in Factory Efficiency Which Business Men Can Never This is to men who believe in efficiency. To men who rebel at waste or extrava- gance, lost time or lost effort, or multi- plied profits. The New Mitchell offers an impressive example of factory efficiency made a fine art. We urge every man to see it. Who is John W. Bate? John W. Bate, the efficiency engineer, has for 30 years been famous. But only in the inner circles of men who build machines. lent and modest—cooped up in a work- shop—the world has known naught of his genius. Yet he has revolutionized several vast industries. And he has saved to the buyer of travel machines tens of millions of dollars. Now we think it time, with the advent of this 17th Mitchell, to give him proper credit. Costs Cut in Two John W. Bate has cut Mitchell factory costs in two. Every building in our 45-acre plant has been designed by him for this purpose. Every machine among our 2092 cuts the cost on some part to the minimum. Every man and method is a second-saver. nd the car itself—in its utter simplicity in its 184 drop forgings—in its stampings—is a prime example of efficient designing. All of these things we owe to John W. Bate, who has given 13 years to the Mitchell. Now 26 Extra Features Now, as a result, you buy a powerful 5 extra long and roomy, but very light —for $1325. You get a 22-coat finish. You get deep, costly upholste You get a wealth of Chrome Vanadium steel. You get Bate cantilever springs, an engine-driven tire pump, reversible head- lights. You get 26 extra features—things you would miss—all paid for through fac- tory savings. Let your Mitchell dealer show them. A Composite Beauty This Mid-Year Mitchell—in lines and equipment—combines all the best features our experts found in 237 Show models. Plus all our own creations, Forget We waited for the verdict on the new styles. And this is a composite model of all that was most attractive. This Mitchell chassis has been selected by 36 noted engineers, and purchased by them for their personal cars. Your dealer has a list of them. This stamps the Mitchell supreme in engincering. The makers of Hyatt bearings found six Mitchell cars which had averaged 164, miles each—over 30 years of ordinary service. This marks the Mitchell supreme in endurance. The Bate cantilever springs—found in Mitchell alone—make it supreme in comfort This car can have no rival with any man who investigates these facts $1325 f. o. b. Racine For $-Passenger Touring Car or 3-Passenger Roadster 7-Passenger Body $35 Extra With a high-spec cal, six-cylinder en kid tires on rear; comp ing engine-driven tire pum New Mitchell Eight, $145 MITCHELL-LEWIS MOTOR CO. Racine, Wis., U. S. A. comicbooks.com