Life, 1918-04-18 · page 39 of 40
Life — April 18, 1918 — page 39: what you’re looking at
What you’re looking at
This is **not a political cartoon or satire**—it's a straightforward automobile advertisement from Life magazine's early automotive era. The page advertises the Willys-Knight automobile, specifically promoting its "sleeve-valve motor" as superior to competitors' "poppet-valve" engines. The ad argues that the motor's exceptional quietness demands finer coach construction, positioning Willys-Knight as a premium product. The visual metaphor—a blooming flower growing from the car—suggests growth, refinement, and natural superiority. The text emphasizes that 25,000 owners enjoy reliability and efficiency. **For modern readers:** This reflects pre-1920s automotive competition when different engine technologies competed for market dominance. The sleeve-valve motor was indeed a real engineering alternative. The ad uses pseudo-technical language to convince middle-class consumers they're purchasing quality and sophistication, a common advertising strategy of that era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
dramatic 'y Harold fl Experi. roductory _ oe) L. gated Send me fl b the curt | vill for $2! jon). This More Errictent Motor ts responsible for FINER COACH ARTISTRY A COUPE body that would do for a poppet- yalve motor is not good ugh for the Willys- Knight— Because the su- preme quietness of this sleeve-valve motor se- verely emphasizes — the slightest body squeak or rattle. Bopiis, far superior in structural quality and accompanying charm are necessary, therefore, in order to be compatible with the smooth, silent performance of the Willys-Knight mechan- ism. Tus is the only type of motor that improves with use—an advantage of great pecur and of priceless satisfac- tion. Tue 25,000 Willys- Knight owners are free from ordinary motor troubles. Trey enjoy sustained efficiency and the econ- omy of this self-preserv- ing motor. Willys-Overland, Inc., Toledo, Ohio Motor Cars and Ligh Commercial Cars 7 Cre onts ma comicbooks.com