Life, 1917-01-11 · page 2 of 38
Life — January 11, 1917 — page 2: what you’re looking at
What you’re looking at
This page is primarily **advertising content**, not satire or political commentary. It features an advertisement for the Rauch & Lang Electric automobile, promoting their luxury coach-building and winter comfort features. The ad emphasizes the vehicle's solid construction, silence, and ability to handle harsh winter conditions. The imagery shows an elegant electric car parked in snow near the Grand Opera House, positioning it as a "social necessity" for affluent customers. The only potentially humorous element is the tagline "The Social Necessity" beneath a Rauch & Lang Electrics lamp—suggesting that owning this luxury vehicle is practically essential for refined society. This reflects early 1900s advertising strategies targeting wealthy urban professionals, before gasoline-powered cars dominated the market.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
omftort Cold weather comfort in the luxurious Rauch & Lang, Electric is like your drawinj, room. Only such solid, substantial coach building, as found in the powerful Rauch & Lanj, with- stands penetrating, zero weather and nego- tiates easily the most tryin}, of winter road conditions. Silence, in winter especially, is almost impos- sible to attain in any car less scientifically constructed or less accurate in minute detail. THE BAKER R & L COMPANY CLEVELAND, OHIO Stunning Models On Display At the Shows