Life, 1917-04-26 · page 33 of 84
Life — April 26, 1917 — page 33: what you’re looking at
What you’re looking at
This is a **Franklin automobile advertisement**, not a cartoon or satire. It appears in *Life* magazine's advertising section (page 737). The ad argues that the Franklin car's lighter weight (2,280 pounds versus competitors' ~3,000 pounds) provides superior road handling. It marshals an appeal to authority—citing a government aeronautical engineer—to counter the common automotive belief that heavier cars grip roads better. The core sales pitch: reduced "dead weight" (the car's own mass, versus passenger load) means better tire wear, fuel economy, handling on curves, and less mechanical stress. The ad contrasts a light, flexible car with a heavy, rigid one, claiming the Franklin's lighter construction allows wheels to maintain road contact on rough terrain while heavy competitors bounce and skid. The message targets middle-class motorists concerned with economy and reliability. While framed as scientific reasoning, it's fundamentally marketing copy using technical language to justify premium pricing ($1,950–$3,100).
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
SCIENTIFIC LIGHT WEIGHT HOLDS THE ROAD PROMINENT Aeronautical Engineer, recently employed by the United States Govern- ment. writes to the Franklin Compan; “Isn't it remarkable how the idea sticks in some people's heads that a heavy car holds the road better? They don’t seem to know that unsprung teeight is the principal factor to be considered, By reducing this unsprung weight to the minimum in the new Franklin, you have a car that hangs fo the road better than anything I have ever ridden in, “P.S.—Problem: Since I got 15,000 miles out of my tires on my old Franklin, weighing 2600 pounds. how many miles will | get with my new Franklin, weighing 2280 pounds?” HERE is much in this question of scientific light weight that the average motorist does not seem to grasp. For example, the light, flexible car may be stronger than a rigid, heavy car. It is free from so much dead weight. Picture two cars side by side: one weighs ap- proximately 2200 pounds, the other 3000 pounds. Each is designed to carry an average load of five people, about 750 pounds of live weight. ar rd Now remember that dead weight is the killing thing on automobile mechanism. Your light, flexible car starts on its work free from nearly a thousand pounds of dead weight. Wher- ever it goes and for all its life, it moves free from that sagging, grinding load. Your heavy car, as long as it runs, carries a thousand extra pounds of dead weight—an excess nearly twice its average live load. Think what that does to the tires! Think what it costs in gasoline! Think what it means in repairs and depreciation! And what does it give you in return? More road ability? Nol Greater average speed from place to place? Nol 2280 Ibs. $1950.00 2160 Ibs. 1900.00 2280 Ibs. 1950.00 Touring Car Runabout Four-passenger Roadster Sedan Cabriolet Brougham More comfort and reliability? Nol Any rough road tells the story! Every obstruction raises the heavy, rigid car bodily off the road—a constant hammering action that affects alike the car and its passengers. While the Franklin, with its light unsprung weight and full-elliptic springs, holds its wheels to the road. The body of the car, with its passengers, rolls along with easy, unbroken motion. ww Keeping the road is a matter of balance and light unsprung weight. No matter what your horse-power, a Franklin will pass you, over any thirty miles of winding country road. It will leave you at the first sharp curve or rough place. And the next time you see it, it will be hugging the inside of the curve ahead at thirty miles an hour. Try to follow it with your heavy car, and your rear wheels will skid clear across the road and over into the ditch, if you are not careful. Whereas the Franklin, with its scientific light weight, its resiliency and easy-rolling caster action, holds to its course. Watch any Franklin owner handle his car. He will tell you it is the easiest, simplest car he ever drove—with a comfort, safely and economy that you get only from this Scientific-Light-W eight Car. 2485 Ibs. $2750.00 2610 Ibs. 2850.00 2575 Ibs. 2800.00 Town Car 2610 Ibs. $3100.00 Limousine 2620 \bs. 3100.00 All Prices F. O. B. Syracuse FRANKLIN AUTOMOBILE COMPANY SYRACUSE, N. Y., U.S. A. comicbooks.com