Life, 1916-07-13 · page 33 of 40
Life — July 13, 1916 — page 33: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not satirical content. It promotes Timken-Detroit Axles to automobile manufacturers and consumers. The ad uses a rhetorical device: it poses a hypothetical scenario where a car-builder offers to use cheaper axles and pocket the savings. The question mark in the circle emphasizes the absurdity of accepting such a deal, since axle safety cannot be compromised for price. The argument appeals to manufacturers' self-interest: using quality Timken-Detroit Axles actually *doesn't* increase car costs (because competitors would use equally affordable alternatives if available), but *does* enhance reputation and sales through the perception of safety and reliability. The ad references "The Companies Timken Keeps"—a roster of prominent automakers already using their product—as social proof of quality. For modern readers: this represents early-1900s industrial marketing that emphasized engineering reliability and brand reputation as competitive advantages, before automotive safety became legally mandated rather than voluntarily marketed.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Do Trib- true. great Ollie Wil- war. : Axles ban the | Cost of the Car nts: UPPOSE that any car-builder using Timken-Detroit ated, s should say to you—“ I can put a lower priced axle bout under this car, give part of the saving to you and put pub- the rest in my pocket.” Would you accept the offer? four Not much! You know that axle safety can’t be measured ‘ in dollars and cents; and you would not be a party to such a ad doubtful bargain. help 8 ub- But, as a matter of fact, cars equipped with Timken-Detroit Axles do not cost the buyer more than they otherwise would— ood for if the car-builders could buy or build axles of equal merit for less cost they would certainly do so. These car-builders know that their best assurance of giving their customers maximum axle safety and satisfaction at the lowest cost of production lies in the knowledge, experience, equipment and large output of The Timken-Detroit / Company. The better the car the more dependable is its market, and the car-builders who use Timken-Detroit Axles year after year do so because they value public confidence in their product. Look over the list of ‘‘ The Companies Timken Keeps These users of Timken-Detroit Axles are among the most prominent concerns in the industry. They build cars on this principle—“ first make it right, then add a fair profit and estab- lish the price.” And Timken-Detroit Axles are and always will be built on exactly the same principle. Motor cars and motor-car axles built on that principle pay both maker and buyer. You profit because your car is safer, lasts longer, has a higher resale value and lower upkeep cost. The car-builder profits by the popular approval that increases sales. So he is glad to give you the extra value of a set of Timken-Detroit Axles. He knows the difference in value far exceeds any slight differ- ence in price. And don't forget to write for that book, “ The Companies Timken Keeps,” and look over the list of Timken-Detroit customers. THE TIMKEN-DETROIT AXLE COMPANY Detroit, Mich. comicbooks.com