Life, 1916-10-19 · page 27 of 42
Life — October 19, 1916 — page 27: what you’re looking at
What you’re looking at
This is **not a cartoon or satire page**—it's a straightforward automobile advertisement for the Studebaker 50 Horse Power Six Sedan, priced at $1,700. The image shows a side-profile photograph of the vehicle with passengers visible through windows, positioned on a European street with period architecture. The ad emphasizes practical features: engine power for winter/rough roads, quiet operation, riding comfort, quality finish (25 paint operations), and ease of control—notably addressing female drivers as an intended market ("if the driver be a lady"). The "Golden Chassis" branding and claims of "more than 270,000 Studebaker cars produced and sold" serve as status markers. References to exhibition locations (Atlantic City's Marlborough-Blenheim Arcade) suggest marketing to affluent audiences. This represents early automotive advertising's focus on mechanical reliability and luxury appointments, with the unusual inclusion of gender-specific selling points regarding vehicle control.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
a REET PRE RERTTETT ION 50 Forse Power SIX Sedan #1700 These are the reasons why the Studebaker chassis is especially adapted to a car of this type: Power—In a car of this type, which is to be used in the snow of winter, the soft roads of spring, and on the long, sandy and hilly drive of the cross-country tour, you need POWER—and plenty of power. The Studebaker six-cylinder motor has not been ex- celled either in power or quick getaway since it was introduced, over a year ago. In crowded traffic it throttles down, with a geven-passenger, closed-car load, to walking pace, and in the banked snow, in the deep sand, or on the stecp hill, it pulls to the end of the road without faltering. ietness—In a closed car you need the perfection of Studebaker chassis design to insure noiseless gears, and noiseless moving parts, Studebaker construction is an assurance of quict, smooth- running mechanism. Riding Comfort—To enhance the rich luxury of the fittings and appointments of a closed car, you need smooth-riding comfort; and the long, resilient Studebaker springs, and the perfect balance of the Golden Chassis, are features to insure this in the Studebaker. Finish—Richness of finish and varnish work is desired by every owner of a closed car. Studebaker obta he finish, for which it is famous, by 25 separate paint and varnish operations. And, whether it be in an open touring car, or in a $2600 Limousine— Studebaker quality is evident throughout. Control—In a closed car—and especially in the Sedan type where the owner often drives the car himself—he needs ease and certainty of control, And so much more so if the driver be a lady. The power to throttle down to walking pace, the smoothly working control levers, the steady irreversible steering gear — these essentials make the Studebaker a car particularly fitted for the lady driver. No car drives or controls easier than a Stude- baker—not even an electric. The Studebaker Touring Sedan is finished with three options of color, and with five options of interior finish. See the Stude- baker dealer now—Iet him show you the styles, and give you a thorough demonstration. The Car of the Golden Chassis Permanent exhibit of Studebaker cars in Marlborough-Blenbeim Arcade, Boardwalk, Atlantic City, N. J. South Bend, Ind. Detroit, Mich. Walkerville, Ont. Address all correspondence to Detroit _——— More than 270,000 Studebaker cars produced and sold AT aL iT TA ILLIA comicbooks.com