Life, 1917-04-05 · page 55 of 70
Life — April 5, 1917 — page 55: what you’re looking at
What you’re looking at
This page combines satirical editorial content with advertising. ## The Cartoon (Left Side) The sketch titled "Still Beyond Her Reach" depicts a woman reaching upward toward a basket labeled "Dad's Salary," unable to attain it. Below are stacked items representing household needs: "Rent," "Bills," "Groceries," and "Coal." This is social satire about economic hardship and the cost of living—likely referencing post-WWI inflation. The joke: a working family's wages cannot stretch to cover basic expenses; financial security remains tantalizingly out of reach. ## The Advertisement (Right Side) A full-page ad for Thermoid Brake Lining dominates the page, featuring a dramatic photograph of a speeding locomotive and discussing brake safety. The ad lists dozens of car and axle manufacturers using the product—essentially a prestigious endorsement strategy. This is typical 1920s industrial advertising emphasizing technical superiority and safety for automobile buyers. The stark juxtaposition—financial desperation versus consumer products—reflects the contradictions of 1920s American capitalism.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
end of the > observe lity Mouse wire STILL BEYOND HER REACH HE Red Death that Stalks at Mid- night quietly entered the young man's sleeping room, He was a pru- dent young man, and the copy of Lave he hud ordered in advance from his newsdeuler was on his reading table The Red Death picked it up and be- come so interested in it that he forgot all about his fatal mission, and the Young man was saved. IN AN EMERGENCY If your brakes grab or slip— Learn how leading car-makers guard against it Your life depends on the efficiency of your brake lining. Grabbing or slipping brakes menace your safety. In traffic, in an emergency, on hills, your brakes must work promptly and smoothly. Realizing the importance of good brake lining, leading car and axle manufac- turers select for their cars and axles the brake lining that won't grab or slip— Thermoid Brake Lining. Some of the cars that use Thermoid Brake Lining are: Pierce Arrow Hudson Bessemer Truck Peerless Cadillac Sayers & Scovill Marmon Cole Pilot Haynes Lexington. Sun Studebaker Howard Empire Kissel Rauch & Lang Moon Apperson Atlas Truck Ames Premier Lippard- Stewart Atlas Chalmers Truck Geraix Track White King Republic Truck Auburn Stephens Fulton Truck Service Truck Patterson Columbia Truck Metz Superior Truck — Denby Truck Autocar vis Bethlehem Truck Briscoe Union Truck Kline Kar Pathfinder Hudford Unit National Some of the axles that use Thermoid Brake Lining are: Timken. Detroit Sheldon Hess Columbia Torbensen Celfor Peru Russel American Empire Scientific construction of Thermoid Brake Lining ‘The reason Thermoid Brake Lining has the ideal co-efficient of friction, is impervious to moisture, and is durable, lies in its scientific construction. In its process of manufacture it has three exclusive features : 1. It has 40 per cent more material by actual weight than any woven lining This means longer service—best service. Ther- moid is 40 per cent heavier than any woven brake lining not hydraulic compressed. That is why it is better fitted to stand the responsibilities placed on it. 2. Itis Grapnalized Thermoid Brake Lining is impregnated through- out with Grapnal. This exclusive process makes it impervious to gasoline, oil, water, dust, etc. No other brake lining is Grapnalized, or can be. That is why ordinary brake lining goes to pieces rapidly. 3. It is hydraulic compressed Powerful hydraulic presses compress Thermoid into a solid mass. This makes it far tougher and stronger than ordinary linings. It makes the wearing surface ideal for braking; it can't grab and it can’t slip. The “co-efficient of friction” is just right. Specify Thermoid When youre-line your brakes, specify the brake lining the experts specify—Thermold. Jobbers, garages, and dealers will be glad to supply you. Remember your life depends on the efficiency of your brakes, and the efficiency of your brakes depends on your brake lining. Be sure your brakes are lined with Thermoid Brake Lining. The cost is a little more—and well worth it. Our Guarantee— Thermoid will make good or WE WILL. THERMOID RUBBER COMPANY Factory and Main Offices TRENTON, N. J. Branches: New York, Chicago, San Prancisco, Indianapolis. Detroit, Los Angeles, Philadelphia, Pittsburgh, Boston, London, Paris. comichoo!