Life, 1916-08-03 · page 25 of 38
Life — August 3, 1916 — page 25: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**, but a **straightforward advertisement** for Du Pont Fabrikoid's "Rayntite" car-top material, appearing in *Life* magazine (page 201). The ad argues against heavy convertible tops by appealing to practical concerns: excessive weight reduces fuel efficiency, increases vibration, and causes wear. It positions Rayntite—a single-layer, lightweight, waterproof cloth coating—as the superior solution. The small cow illustration with text ("How Many Hides Has A Cow?") is a branding element, not satire. The advertisement targets early-automotive-era consumers (pre-1920s, based on references to "one-man tops") concerned with fuel costs and reliability. It emphasizes that Du Pont's product was already standard on 60% of 1916 vehicle production, lending authority to the pitch. This represents typical early-20th-century *Life* advertising strategy: using editorial-style copy and technical arguments to sell industrial products to middle-class readers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Is Your Car Top Heavy? Why buy a light weight car burdened with a heavy top? A low weight center means safer, easier riding. Unnecessary top weight means waste—increased vibration and side sway. You pay for every additional pound with gasolene, oil, tires and general wear. At the best the most efficient top material can only be a waterproof layer supported by cloth—the lighter, the better—but strong enough to stand the strain when up, and flexible enough to fold without cracking. Extra layers of cloth and combiners only add weight, diminish flexibility and increase the possibilities of cracking in folding. Mohair tops absorb pounds of water during a storm and accumulate dust when dry. SINGLE TEXTURE TOP MATERIAL is ideal for the modern one-man top. It is made of a single thickness of light, strong cloth coated with a flexible, waterproof compound that sheds water like a duck’s back. It can be easily washed, always looks well, and because it is chemically inert will not oxidize nor disintegrate. Guaranteed one year against leaking but built to last ihe life of your car. Any top maker can replace your old, dusty or leaky top with Rayntite. How Many Hides 6 Write for samples and booklets and latest list SA Cowl, of cars equipped with this modern top material. Du Pont Fabrikoid Company Du Pont Fabrikoid Rayntite wil WILMINGTON DELAWARE duplicate the remarkable success of Du Pont Fabrikoid Motor Quality—The Standardized Auto- Works at Newburgh, N. Y. mobile Upholstery—used on 60% 7 of 1916°s entire output Canadian Office and Factory, Toronto. comicbooks.com