Life, 1917-12-06 · page 5 of 92
Life — December 6, 1917 — page 5: what you’re looking at
What you’re looking at
This is primarily a **commercial advertisement**, not satire or political commentary. The Electric Storage Battery Company promotes its "Exide" brand car battery as a Christmas gift for motorists. The imagery uses an unusual visual strategy: a large male figure (appearing classical or allegorical in style) holds small, cartoonish characters dressed as elves or Christmas sprites in checkered clothing. These figures appear playful rather than meaningful—likely just decorative holiday imagery to associate the product with Christmas gift-giving. The ad emphasizes the battery's reliability and promotes the company's nationwide service network. The classical male figure seems intended to convey strength and dependability rather than represent any specific historical or political figure. This is straightforward early 20th-century product advertising leveraging holiday themes, not editorial satire.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
-CHRISTMAS LIFE- A Year Round Present for Everybody's Car Make one good resolution right now, Mr. Motorist—determine that during the coming year you will put real power behind your starting and lighting system. Equip your car with the 9? Y Starting Slaghting Battery —the battery that “costs most to make but least to use.’’ “YExide”’ performance is powerful, dependable and enduring. “Exide” Service is nation wide. You should use this service. It was inaugurated for you, developed in order that all owners of the ‘‘ Exide’’ Battery can be certain of getting the maxi- mum performance “ built into” every ‘ Extde.” Get into the habit of driving your car into an ‘* Exide” Service Station at regular periods. Let the attendants take a hydrometer reading of your battery, refill the cells with pure water and give you expert advice. There is no charge for this service. It will insure your battery’s health, keeping it - up to the standard of “pep and punch” that you have a right to expect. There is an “Exide” Battery for every car, and “Exide” Service Stations are located in the principal cities and towns. THE ELECTRIC STORAGE BATTERY CO. The oldest and largest manufacturer of Storage Batteries in this country 1888 PHILADELPHIA,PA. 1917 New York Chicago Cleveland Rochester Washington Denver Boston St. Louis Pittsburgh Kansas City Detroit San Francisco