Life, 1918-05-23 · page 31 of 40
Life — May 23, 1918 — page 31: what you’re looking at
What you’re looking at
This is not satire or editorial content—it's a **full-page advertisement** for the Franklin Automobile Company of Syracuse, New York. The image shows a vintage automobile with passengers and a dog, establishing a wholesome, family-oriented brand image. The ad's entire purpose is to market the Franklin car by emphasizing **fuel economy and efficiency** as selling points during a period of national economic concern (the text references "the national need of economy"). The advertisement makes specific performance claims: 20 miles per gallon (versus 10), 10,000 miles per tire set (versus 5,000), and high resale value. It attributes these efficiencies to the car's "Scientific Light Weight, Direct Air-Cooling and Flexible Construction." The rhetorical strategy reframes economy from a luxury concern into a patriotic duty—suggesting that buying an efficient Franklin car serves "the Nation's resources." This appears to be Depression-era marketing, positioning economy as both morally necessary and achievable through their product.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
njured IS also te this he re. or ten wrote, ch im. on the y he TS, } send € cool r than ed for haths. es tall ave life- but 1 cause worth Why the Franklin Car Delivers Service Without Waste HERE was a time when peace and plenty fostered a “ hang-the-expense “ attitude on the part of the automobile owner. That time has gone. The national need of economy has brought the whole motor car proposition squarely down to a basis of: Service without Waste. With the Franklin Car, this standard of Economy is not a new ph . lugged in to meet the demands of the times. From the beginning, the Franklin has held to the truth that h weight in a motor car is xpense to run it—that need- eight directly results in needless x And today the car that is too heavy for a man’s needs, is recognized as making unnecessary demands on the Nation’s resources. For sixteen years, the Franklin has been built Franklin efficiency has always been a recog- nized fact; the exacting nature of the times has simply extended that recognition. For the average motorist no longer has a mere academic interest in gasoline economy. He's huwnt- ing for it. No longer is he satisfied with five, or even six thousand miles, to the set of tires. He's looking for more. In sharp contrast to claims of economy—to mere urances—he finds the strongly supported facts of Franklin daily performance: 20 Miles to the gallon of 10,000 Miles to the set of tires—instead of 5,000; A high resale value—instead of a firesale price. And he inevitably develops a new standard of motoring. He will never again tolerate the wast- instead of 10; Se c A : is age of an inefficient car. on the principles of Scientific Light Weight, . Direct Air-Cooling and Flexible Construction. For sixteen years, the Franklin has been piling up For it is not unusual to own a fine car; nor even unusual to own an economical car; but te own a car that is both fine and economical, is so remarkable economy records as proof of the cor- rectness of those principle: Eveereie Preise sures ready $ ting Devier even from large capacity : gasoline. Minimizes by ignition switch spark plug fouling and loading up. of ge: Master Vinearor produces fat, Simplest: i ee Times increase already unusual that it is possible in only one automobile. New Oitine Systes with res ervoir and wick eliminates messy grease-cup troubles. Surer; re: quires less attention. Aig Ixraxe Staines keeps road hot spark ting hen able tire mileage. 33455 dust. grit, etc., out of engine in cord tires now on a ure utmost tire reliability. hattery lo Another as: surance of motoring satisfaction. FRANKLIN AUTOMOBILE types ternal. Prevents wear in cylin ders, valves, etc. Lessens repairs. COMPANY, Vistox Coxstauction cally takes up cylinder wear. Maintains compression. Engine indefinitely retains responsiveness. Ixtaxe Youe Heater quickly warms up mixture by use of ex- haust gases. Original with Frank lin; perfected in today’s car. SYRACUSE, N. Y. comicbooks.com