Life, 1918-03-14 · page 5 of 40
Life — March 14, 1918 — page 5: what you’re looking at
What you’re looking at
This page is primarily **advertising**, not political satire. The dominant content is a Thermoid Rubber Company advertisement for brake lining, featuring a safety-focused pitch about automobile brakes. The smaller left-column piece, "War-Time Gossip," appears to be satirical commentary on WWI, referencing German spies, the Lusitania sinking, submarine warfare, and the Liberty Loan. The tone suggests skepticism or irony about war claims. The bottom cartoon shows a speeding car with the caption "THAT'S A FAST-LOOKING CAR, MR. MOORE. WHAT KIND IS IT?" / "THEY CALL IT THE PHONOGRAPH—IT'S A RECORD BREAKER," which is a simple pun about record-breaking speed. The overall page mixes wartime editorial commentary with commercial messaging, typical of early-1900s American magazine layouts.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
War-Time Gossip (With Apologies to Certain Well- Known Advertisers) Y we'll invent some- E thing to beat the submarine; why not now? What we need is not any old kind of navy, but one that's equal to the exigencies of modern warfare; it costs a little more than others, but it's worth it. How do you know German spies are at work here? Your nose knows. Speaking of the Lusitania—the mem- ory lingers, doesn’t it? Germany’s chances of winning the arded to be worth a shilling war are reg, in London, a quarter here. All the Allies look forward to a day when Wilhelm will recognize Wilson's as his master’s voice. Our submarine destroyers are on the lookout for the Germans’ new type of U-boat. It floats. The Service is very busy just now: it chases dirt. Liberty Bonds impart a sense of pride and satisfaction—ask the man who owns one. Most war news eventually turns out to be 99 44-100 per cent. pure—bunk. The Allies are hoping that Russia will not obey that impulse towards a separate peace. The side best able to feed itself should win the war—that is nature's way. Satisfaction is expressed at the entry of Brazil into the war, though it hasn't scratched yet. When the news reached Germany about the success of our second Liber- ty Loan, it must have caused some un- usually acid mouths. A magic power is transforming our boys into heroes, our women into hero- ines, and filling money-tainted hearts with the spirit of sacrifice. America, you have a little fairy in your home: her name is Liberty. Edmund J. Kiefer. “THAT'S A FAST-LOOKING CAR, MR. MOUSE, WHAT KIND 18 17? “THEY CALL IT THE PHONOGRAPH—IT'S A RECOKD BREAKER.” Ten feet between you and danger Would your brakes hold in an emergency like this? ‘OU are speeding peacefully along when suddenly a fire-engine shoots out of a side street. There is ten feet leeway in which to stop. You jam home the brakes and the engine goes across in front of you. That ten feet was space enough because your brakes held. Five hundred times a year your brakes have stood between you and an unfortunate accident. But because they have always responded, don’t grow careless of them. Know the condition of your brakes A simple inspection now and then will insure con- tinued safety. Have your garage man look at your brakes today. Possibly only a simple adjustment is necessary to in- crease their efficiency. If they need relining have him put on Thermoid Brake Lining. It will give certain safety for the longest time for three reasons. 1, More Material, Greater Service—There is over 40% more material and 60% more labor used in the manu- facture of Thermoid Brake Lining than in any woven brake lining. 2. Grapnalized—An exclusive process which creates resistance to moisture, oil and gasoline. 3. Hydraulic Compressed, Uniform Throughout— ii is hydraulic compressed Tt must give uniform at a pressure of 2,000 pound service until worn cardboard-thin. Have your dealer inspest your brakes todny. He will show you Thermoid Brake Lining that you may sce why it isso different, 30, efficient and long wearing. If he hasn't Thermoid, we will gladly senda sample. Our guarantee: Thermoid will make sood—or WE WILL. ermoid Rubber Compan Factory and Main O! Trenton, N. J. Branches: New York Chicago San Francisco. Indian: Detroit Los Angeles Philadelphia Pittsburgh Boston London Paris Canadian Distributors: The Canadian Fairbanks. Me Company, Li Limited, Montreal Branches in all principal Tr oRAUlC COM Passe 00% BRAKE LINING (© Trermott Rubber Co., 1918 Makers of ‘‘Thermoid Crolide Compour.d Casings"’ BRAKES \ INSPECTED Brake Inspection Movement Prominent officials, leading clubs and organizations and motorists everywhere have endorsed this big national movement to reduce accidents, by having all brakes in- spected before the touring season begins, and regularly thereafter. Give it your support. Will your car do this? Automobile engineer: proved that when brake mechani t and road conditions average, any car should stop at distances and speeds given by the chart. V2 means the square of the velocity or speed of your factor of retarda conditions. Thi ns can readily be figured by changing the factor within the given lim Remember that your brake mechanism is not “right” unless its brake Ii the ideal co-efficient of friction. better the brake lining the quicker your stop. Thermoid Brake Inspection Chart rs mpn... 10 15 202530354045 505500 and ‘‘Thermoid Garden Hose"’ comicbooks.com