Life, 1918-09-05 · page 6 of 34
Life — September 5, 1918 — page 6: what you’re looking at
What you’re looking at
This page contains a **wartime advertisement**, not satire or editorial content. It's a public message from The White Company (truck manufacturer, Cleveland) addressing truck owners during what appears to be **World War I or early WWII**. The message explains that military demand for White Trucks by U.S. and French armies has become so urgent that civilian commercial deliveries will be delayed. However, the company assures customers that parts supply will continue uninterrupted and that White Service will maintain support for thousands of trucks nationwide. The company frames this as a patriotic appeal—prioritizing "national welfare"—to gain customer understanding and approval for reduced commercial production. It's essentially propaganda aimed at maintaining goodwill while redirecting manufacturing toward military needs.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
A WAR MESSAGE TO WHITE TRUCK OWNERS . HE use and demand for White Trucks in war service by both the United States and French armies has reached such proportions as to seriously affect deliveries of commercial units until production at the factory overtakes urgent military needs. While this will delay the immediate filling of commercia! orders, there will be no interruption in the making and dis- tributing of parts, which will continue to be supplied as promptly and as abundantly as ever. White Service will efficiently provide for the many thousands of White Trucks operating in all parts of the country. The company makes this public explanation for tne assurance and protection of its innumerable customers and prospective customers, in the confident belief that they will recognize and approve a course of action which puts the © THE WHITE COMPANY CLEVELAND national welfare first. comicbooks.com