Life, 1917-12-13 · page 35 of 40
Life — December 13, 1917 — page 35: what you’re looking at
What you’re looking at
This is a **Federal Motor Truck Company advertisement**, not a political cartoon. The page promotes Federal trucks' essential role in World War I aviation support operations. The ad emphasizes that military aviation depends on reliable truck logistics—transporting repair parts, fuel, and personnel with "clock-like certainty" since "the lives of highly trained men and the most vital issues hinge upon each unit doing promptly and perfectly." The accompanying photograph shows a Federal truck delivering airplane fuselages to an aviation field in New Jersey, illustrating the company's claim that their trucks meet "the most severe of field requirements." This reflects 1917-era patriotic American advertising, positioning commercial vehicles as essential wartime infrastructure. The ad targets business readers of *Life* magazine by framing truck reliability as a matter of national security and military effectiveness.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
French Babies (Continued from page 1 tzqo, René Martin-Jarraud. of Walter Craig Kerr. 91. Je Marie Mavmus. Mr in Brow Andrée Mayet, Mroceeds of moving: w given by Marie R., Elizabeth S Sand Ele 1734 tributors 4 ger Valentine L, Fine Valentin Geisse. Mrs, Frederick ne Georgelin. The boys of the . Mes. M. Stone taut Ginon, Aife a” a Mélanie Giret, i erature Charles Gombaud. 1. X. Wood. giitir 4 Yves Gom IN. We model . Marcel Jack Caskie. Yvonne Harnet ic Charles enot. In memoriam Brackenbury. Alphonse Granet. L. G, Dodge lette Gretel. Mary. E, Guthri Griffon-Renaud. = Mr. and lon, lot. Margaret M, I Alle: G. $F. Clonghtey Mrs. Lucretia Giséle Du Du iblic- hisky ex: pisky ete Fleury, 2 lican 1368. ¢ Foucault Germaine Fouitlot man, Robert Frogsart. Wi Fe Cat Mrs. OF : thier ns crew nf the US. S. Cs D° you know wh Vou are probably up against one at the present mou you will read pave on2 of mu aill at least find a pleasant way to escape from it. a dilemma is? SCRIBNER — The Motor Truck— First Aide to Aviation Inthe aviation corps, a degree of depend- ability hitherto unthought of is essential. Repuir parts, fuel, labor must be mobi- lized with clock-like certainty. The lives of highly trained men and the most vital issues hinge upon each unit doing promptly and per- fectly the duties placed upon it. ‘Trucks must meet regular routine and be equal to emergencies. Federal 100%+ All-truck construction makes the Federal ideal for the most severe of field requirements. For eight years Federals have shown their stamina under the hardest conditions. Federals are built for one purpose only—the maximum of service. They stand for “Perfo:m- ance” wherever trucks are used, One to Five Ton Capacities. Write for “Federal Traffic News” Federal Motor = = = 7 - Track Company Detroit, Mich, INVESTMENT PUBLICATIONS stamp for return post- e, the following investment book- let will be sent to Lire. HOW TO INVEST Ap informative article on security for savings plus a fair income return, s SCRIBNER’S MAGAZINE 595 Fifth Avenue New York MAY WE SUGGEST A DOG? Nothing can give as much real pleasure as 8 cog. We have some of the cutest little Poppies in Pekingese, Cairn and Sealyham Siters, the most fashionable breeds today satisfaction guaranteed. THE DOGGERIE, ARLINGTON, N. J. Upon request, accom- panied by a 2-cent reader of Federals delivering air- planes to the aviation field, “somewhere in New Jersey.” Rejected, with Thanks “| VT this too al 2" said the hostess, as she read a letter the maid had handed to her. “1 nt Marie Burns the loveliest of bags for Christmas. It had been given to me, T knew, and I had so many I saved it fo give saw I suppose we all do those things. The guest nodded. “Well, here's her letter of thanks, and listen to what she says Dear Grace that bag three yes «lof it I could When 1 gave you zo on Christmas Twas so to part with it vrdly bear nk you most heartily for remembering me this Christmas with my own gift, which I parted with so unselfishly. Cordially yours, Marie Burns.” “Do you ever paint pictures in the nude?" “Wardly! Toy y wear a working jacket."—Californ can. comicbooks.c m