Life, 1918-03-21 · page 2 of 56
Life — March 21, 1918 — page 2: what you’re looking at
What you’re looking at
This is primarily a **product advertisement**, not political satire. The Macbeth-Evans Glass Company is marketing "Macbeth Lenses"—automobile safety lighting devices. The ad uses Shakespearean wordplay (the "Macbeth" name references the famous line "Out, damned spot"), presenting the product as essential safety equipment. The central diagram shows how the lens redirects light to prevent dangerous glare for oncoming drivers. The headline "Taking Chances is Criminal" emphasizes safety concerns of early automobile driving. Circular photographs around the border appear to show road/driving scenarios illustrating safety hazards. The ad claims the lens complies with various state laws and positions Macbeth Lenses as the legitimate, safe alternative to illegal or inadequate lighting—essentially a straightforward commercial appeal to automobile owners prioritizing safety and legal compliance.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Published every Theruday, Annuat su Five Dallsrs, Single Copies, Ten Cente Price in England, Soxpence. Light here is Illegal Dangerous Inefficient Macbeth rays are Legal__ Safe __ Efficient_ Taking Chances is Criminal Laws demand the right kind of fight— Macbeth gives it, all of it on the road where you need it. Wherever the protection of life is necessary you find Macbeth Lenses On the mighty dreadnaught these powerful lenses stand ‘d against night perils. On the sca mariners are warned of dangerous shoals by Macbeth Lenses flashing in light- houses. y driving an automobile at night degree of lens effi- Your sa det same |} ou the Ji ly right !* nce is responsible for Macbeth lens gives that’s right —scientific and Forty years’ exper its perfection. This lens complies with various state laws. The green glass enameled visor is an inte- gral part of the lens. Macbeth Lens is the signal of safety and courtesy: to other drive dl dresses up your car, gives it a tone and a touch of distinction, All the upward rays of light are re-directed down. This makes use of otherwise useless light; makes a safety of otherwise dangerous light. The front surface of the Lens is divided into five horizontal prisms—each inclines at an angle determined with scientific accuracy. These prisms re-direct the rays at the cor- rect angle to give a long light, and conces- trated brilliance on the d—not in the air or in the eyes of approaching drivers! The concave recesses in the back of the lens spread the light laterally, thus providing the very essential side lighting to illuminate the edge of the road in turning corners. Don't take chances with bright lights, dim- mers or inferior lenses. Get legal protection, greater safety and ss isfaction—by using Macbeth L Macbeth Lenses for motor cars the same careful and scientific way as Macbeth searchlights and lenses for harbors, drea¢ aughts and battleships. Price per pair $5—Denver and West $5.50—Canada $6—Winnipeg and West $6.50 Macbeth lenses are for sate by leading jobbers, accessory dealers and garages ever) here. If your dealer cannot supply you, write direct to us. Macheth-Evans Glass Company, Pittsburgh Branch Offices in: Boston; Buffalo; Chicago; Cincinnati; Cleveland; New York; Philadelphia; Pittsburgh; San Francisco; St. Louis, Macbeth-Evans Glass Co., Ltd., Toronto, Canada