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Life, 1917-07-26 · page 6 of 40

Life — July 26, 1917 — page 6: what you’re looking at

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Life — July 26, 1917 — page 6: Life, 1917-07-26

What you’re looking at

This page is primarily a **commercial advertisement**, not political satire. It promotes Smith Motor Truck Corporation's "Form-a-Truck" vehicles. The ad emphasizes the truck's durability through documented performance tests—two vehicles traveled from Washington, D.C. to various Virginia locations, achieving records for speed, load capacity, and reliability. Specific metrics are highlighted: one truck carried 14,075 pounds; another averaged 20 miles per hour over difficult terrain. The advertisement appeals to practical business owners by claiming "undisputed reliability, unequalled speed" and noting over 30,000 existing users. A mail-in coupon offers information to interested buyers. The page also features a smaller vintage truck illustration with pricing ($350 for a Ford or similar model attachment). This reflects early 20th-century commercial truck marketing emphasizing real-world performance proof.

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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

In amazing durability tests two Smith Form-a-Trucks achieve almost unbelievable records of sturdiness, speed, power. What this means to YOU is, undisputed reliability, unequalled speed, unquestioned strength and a superior economy already proved by over 30,000 users. Ina recent official test, two Smith Form-a- Trucks started from Washington, D. C.,on an endurance and reliability run that acccm- plished such amazing results that evcn the most remarkable records of achievemer:t in the past have become commonplace. Specifications of Truck No. 1 were: Tires, solid rear, pneumatic front. Total weight, with load of lumber 7588 without load. . 3255 of load carried . 4330 body andcab . . _750 Net weight of load... . 3580 Specifications of Truck No. 2 were: Tires, pneumatic all around. Pomde Total weight, with load of salt . 6490 withoutload . . 3255 of load carried . 3235 bodyandcab . . 750 Net weight of load . . . . . 2485 The route lay from Washington, D. C., across the Potomac River into the Virginia hills, through the villages of McLean, Tyson, Vienna, Oakton, Fairfax, to Centerville, and return over the same roads. 20 Miles an Hour — Speed Road conditions were good, fair, poor, rough, muddy, with steep hills and deep ruts, creeks to be forded, swampy lanes to be traversed. ‘The speed average was 18 miles an hour. On the outgoing trip Truck No. 1 broke through the upper crust of a mired road, left rear wheel sinking in to the hubs. ‘The truck was backed out under its own power and driven on as though nothing had happened. In another spot on the road the same truck was driven off the main highway through swampy woods over a sawdust road one- quarter of a mile long. Many times all four wheels sank to the hubs, and other times the track was forced over roots, stumps, hum- mocks, and in one place sank so deep in the mud that it rested on its own axle. Truck No.2 equipped with pacumati: tires was frequently driven at a speed as high as 42 miles an hour. 14,075 Pounds Load On the return trip, as an extra test of power, the motor in truck No. 2 was stopped and Truck No. 1, besides carrying its own total load of 7,585 pounds, hauled truck No. 2 with its total weight of 6,490 pounds for a distance of two miles over stcep hills and through gullies filled with loose sand, gravel and wet red clay. Under these conditions the performance record was perfect and a speed of from 6 to 12 miles per hour was taaintained. Precise as Government Tests The test was official —as precise as govern- mental tests — and declared by the referee to be “‘A motor truck performance that has never been duplicated.” How long can you afford to be without motor truck service in which the records cf achieve- ment are so amazing, in which the cost of operation is already demonstrated by over 30,000 attachments now in use, to be lower than that afforded by any other form of Act, transportation? Smith Motor Truck Corporation ,Merufecturesef, Lxecutive Offices and Salesroom: Smith Form-a-Truck Building, Michigan Boulevard at 16th Street, Chicago Eastern Branch— 109 W, 64th St. 3502 esas City Branch—1808 Grand Aveaoe Branch—20 King Street, East, Tor The heavy portion of illustration shows Smith Form-a- Truck Attachment, which carries 90 % of the load, bolted to the power plant with a vise-like grip. ra Branch—120 Mariette St., Atlanta Canada—Price $450 f. 0. b. Toroato Mail this Coupon Toda: It Will Save You Money ‘and a FORD © Cherrotet fa Mexret