Life, 1916-12-21 · page 27 of 36
Life — December 21, 1916 — page 27: what you’re looking at
What you’re looking at
This is primarily a **Studebaker automobile advertisement**, not political satire. The page's central claim—"The Day of High Prices for Fine Cars Has Passed"—addresses the post-WWI economic context when automobile prices were declining due to increased manufacturing efficiency and competition. The advertisement emphasizes Studebaker's innovations and affordability, positioning the company as an industry leader that forced competitors to reduce prices. The "FIRST" claims (six-cylinder under $2000, 50 horsepower cars, etc.) establish market dominance. The large "1" graphic and prominent "ST" letters serve as visual branding rather than satirical commentary. The accompanying automobile illustration showcases the product. **Context for modern readers**: This reflects an era when automobiles were luxury goods transitioning to consumer products. The ad's competitive messaging reflects genuine price wars among manufacturers, with Studebaker claiming credit for making fine cars accessible to middle-class buyers—a significant cultural shift of that era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Day of High Prices for Fine Cars has Passed ‘TUDEBAKER NEW SERIES, 18 CARS, with seven new, isfy the most particular and fastidious persons. We believe these cars represent thegreatest automobile values ever offered to the buying public, and that persons accustomed to paying {$2000 or $3000 for cars will, upon examination, concede that these Studebakers equal ANY such cars in quality of material, de- sign, workmanship and finish, and ‘also concede the truth of our statement that THE DAY OF HIGH PRICES FOR FINE CARS HAS PASSED. Seven New, Exclusive Features. GUN-METAL FINISH.Original, rich and exclusive. NEW AUXILIARY CHAIRS that fold up and slide under rear seat when not in use, REVERSIBLE FRONT SEAT. Enabling passenger to sit facing tonneau or facing forward. NEW STORM CURTAINS. Blackmore patent, opening with doors, thereby preventing crouching when entering car. IMPROVED BODY AND UP- HOLSTERY. Body elegantly finished and equipped. Uphoi- stery is semi-glazed, straight- grained, genuine leather. YALE SWITCH LOCK. In- suring protection against theft or unauthorized use. NEW WINTER TOP. Made ex- clusively for Studebaker cars. Noiseless. Quickly put on or taken off, and fitting perfectly. Studebaker was the First —to produce a six-cylinder car selling for less than $2000; —to produce a 50 horse power car selling for less than $200 —to produce a seven-passenger car selling for less than $100 —to establish a uniform, international service system for owners; —to produce the now popular crown fenders ; —and, finally, Studebaker was the first manufacturer of FINE CARS to offer its product at medium prices, thus leading the way to greater values and compelling other manufacturers to increase values and reduce prices. The Series 18 cars are leaders in the industry, history makers, which put Studebaker in the lead with new and greater values at popular prices. Studebaker has led the way in nearly every forward step in automobile construction in which the owner profited. AOHP.T passenger FOUR* 940 50HP. 7 passenger SIX*1180 The most powerful cars in the world at these prices See the Series 18 cars at Studebaker dealers, or write for illustrated catalogue Established 1852 South Bend, Ind. Detroit, Mich, Walkerville, Ont. Address all correspondence to Detroit The World's Largest Manufacturers of Fine Cars