Life, 1917-04-12 · page 40 of 42
Life — April 12, 1917 — page 40: what you’re looking at
What you’re looking at
This page combines **automobile accessories advertising** (left and center) with **satirical cartoon commentary** (right). The **Gordon Seat Covers and Tire Covers ads** appeal to status-conscious car owners, emphasizing that these products signal good taste and social distinction—a typical early-20th-century marketing appeal to aspirational consumers. The **cartoon below** depicts two figures labeled "Peace" and "Any Price," likely referencing debate over America's involvement in World War I. One figure appears to be pressuring or confronting the other, suggesting tension between those advocating for peace versus those willing to pay any cost (militarily or financially) for entry into the war. The cartoonist appears skeptical of the "Any Price" position. The **Clysmic water advertisement** markets lithia-salt water as a luxury beverage for high-society banquets, playing on similar status anxieties as the automobile ads. The page overall reflects pre-1920s American consumer culture alongside contemporary political anxieties about potential war involvement.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Make you proud of your motor car. Gi tinction and elegance that marks you—the owner— a person of taste. Places you definitely among the conspicuous few who are satisfied with nothing short of the best. The glove-like fit of Gordon Seat Covers sug- gests luxurious riding, and their bright cleanliness assures you spotless clothes. Cooler in summer, warmer in winter, pleasing to the eye and moderate in cost—Gordon Seat Covers are easily The Final Touch of Elegance in motor car equipment Has your motor car Gordon Seat Covers? If not you are missing something that costs little and yet pays daily dividends in pleasure and satisfaction. You can’t afford soiled cushions! But you can and should afford this “ final touch of el Let your dealer show you Gordon Covers. There's a set “tailored to fit” your car—a set to fit every Amer - made car and every model. The fabrics are exclu Gordon, woven to endure hard wear and in sun-fast colors. We will be leased to send you, without cost, a booklet printed in actual shades of browns, tans and greys, describing Gordon, Covers in 26 distinctive fabrics fr and giving the prices of seat covers for G your motor car in any of these fabrics. Write for this! pr Gordon Easy On Tire Covers Cost Little—Save Much And that's a good reason for having them. Every one knows that direct sun rays cause a serious loss in the life and efficiency of tires. Just_as over-baking ruins a batch of biscuits, so long- continued sun heat keeps up the vulcanizing process in tires till the rubber has lost elasticity and wear-resisting ability. Gordon Easy On Tire’ Covers prevent this and so “save much.” See them at your dealer's. The J. P. Gordon Co. 446 N. Fourth St. Columbus, Ohio Clysmic— Of Course What else—It is so far the best table water that you are almost certain to find it served at the next banquet you attend. 15 grains of Lithia Salts to the gallon. Sold everywhere in splits, pints and quarts only, Don’t accept ordinary waters. Insist on genuine | | ‘The Clyrmie Sprit THE CALL TO ARMS comicbooks.com