Life, 1917-08-23 · page 38 of 40
Life — August 23, 1917 — page 38: what you’re looking at
What you’re looking at
This is primarily a **full-page advertisement** for Macbeth-Evans Glass Company's automobile headlight lenses, not a political cartoon or satirical content. The small illustration in the lower left—labeled "Put US Pat Off"—appears to show a figure with a gun or similar implement, but its connection to the lens advertisement is unclear. It may be an unrelated magazine element or mascot. The advertising copy emphasizes that Macbeth lenses are superior because they focus light *on the road* rather than "in the air," addressing apparent safety concerns about automobile lighting. The text appeals to authority by noting the company's expertise in specialized optical work for lighthouses and battleships, positioning consumer car lenses as applying military-grade precision. The advertisement targets early automobile owners concerned about nighttime driving safety—a genuine practical issue as motorcar adoption increased. There is no discernible political satire on this page; it is commercial messaging using technical superiority claims.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
APE | Thy Glassware for alt Kinds of i and for and | scientific poses. Complete ligh fixtures, . ‘Macbeth Now S Lights the Road—Not the Air! No lens makes light—nor adds to the volume of light, all such claims to the contrary, notwithstanding. he perfect lens should focus all the light where needed. Dimmers are hopeless! Laws are getting more strict! Makeshift lenses won't do! The Macbeth lens is the solution! It utilizes all the light to the utmost directs it upon the road, where it is ne in the air, where it is a menace. Don't buy lenses that reduce or misuse your light. Get the Macbeth, It does not project a spot of light at a great dis- tance ahead of the car, leaving dangerous darkness between this spot and the car—but directs ample light in front of the car’s wheels, and required side-lighting. At the same time it also illumines ¢ inch of the road far ahcad with its intensified brilliance. It gives a long range of light on the road, advantage; led—and not cience Steps In Made By Lens Experts! Lenses with Macbeth experts have long been a Lighly specialized product. They have mastered the world’s most difficult lens problems, where cach prism must be ground to the thousandth | part of an inch—such as the coast light- are encountered nd must be robbed ‘of their perils; the important railroad signals, where inferiority would be fatal, and the marvelous lenses for our battleships. Who is better qualified to make the finest automo- Lile lenses—the lenses for your car? Even if beginners did rush nondescript glasses upon the market, the world~ renowned Macbeth lens experts devoted four years’ constant labor to this lens before they introduced it. Why? Put them on your car—you will quickly see. Your safety is too vital to be trifled with by inex- perienced lens makers. Macbeth are world recognized lens authorities with an unimpeachable reputation to maintain. Macbeth-Evans Glass Company, Pittsburgh Branch Offices in Boston; Buffalo; Chicago; Cincinnat San Francisco; St. Louis. Pittsburg Cleveland; New York; Philadelphia; any met comicbooksssomg)