Life, 1916-09-07 · page 31 of 40
Life — September 7, 1916 — page 31: what you’re looking at
What you’re looking at
This page is primarily **advertising**, not satire or political cartoon. It promotes Du Pont Fabrikoid's "Rayntite" automobile convertible top material, published in *Life* magazine (page 413). The small illustration showing a cow with text "How Many Hides Has a Cow?" is a visual pun: it sarcastically asks how many cow hides a competitor's multi-ply top requires, implying their rivals use excessive layers of material. **The argument:** The ad criticizes heavy, multi-layered convertible tops as wasteful and prone to cracking. It positions Rayntite—a single-texture, waterproof cloth—as the superior, economical alternative for "modern one-man tops" (early automobiles with collapsible tops). The messaging emphasizes **practicality for car owners**: lighter tops reduce strain on vehicles, lower maintenance costs, and remain flexible. This reflects 1910s automotive concerns about durability and operating expenses. The tone is educational rather than humorous—typical of early automotive advertising targeting economically-conscious consumers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
TEE ET: Light Tops Lessen Upkeep HY put an added tax upon your pocketbook and W car? The heavier the top the greater the vibration. Side sway multiplies as the height of the weight above the axle increases. Therefore, every additional ounce of unnecessary top weight means greater strain on springs and bearings, and you pay the bills. Multi-ply top construction does not signify top efficiency. Extra layers of cloth and combiners diminish flexibility, increase the possibility of cracking in folding and through separation of the various textures tend toward early disin- tegration of materials. Theoretically the most efficient top should be water- proof, light and strong, hardy enough to give full service— yet flexible enough to fold without cracking. RAVNTiTE SINGLE TEXTURE TOP MATERIAL puts this theory into actual practice. ‘It is made of a single thickness of light, strong cloth coated with a flexible, water- proof 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, disintegrate, nor stiffen in cold weather—ideal for the modern one-man top. Guaran- teed one year against leaking, but built to last the life of your . : car. Any top maker can replace your old, dusty or leaky How Many Hides : : top with Rayntite. ! Write for samples and booklets and latest list of cars equipped with this modern top material. Du Pont Fabrikoid Rayntite will aids Pont Forked ner §~TDU PONT FABRIKOID COMPANY ality — a uto- mobile. Upholstery —used on 60% WILMINGTON DELAWARE of 1916's entire output. Works at Newburgh, N. Y. Canadian Office and Factory, Toronto comicbooks.com