Life, 1918-10-03 · page 6 of 34
Life — October 3, 1918 — page 6: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward advertisement for White Trucks, published in Life magazine (page 474). The image shows a truck loading large logs in a forest, captioned "Speeding up Spruce production for the 'Eyes' of the Army." This references wartime military production, likely World War I or II era, when spruce wood was critical for aircraft construction (the "Eyes of the Army" meaning reconnaissance planes). The ad emphasizes White Trucks' reliability and durability for heavy industrial work, claiming their performance can be "drawn upon indefinitely without impairment." The company, based in Cleveland, uses patriotic wartime production needs to market their vehicles as dependable for critical national defense work.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
4 Dec ICY tf F | y Speeding up Spruce production for the “Eyes” of the Army WHITE TRUCKS ww SERS of White Trucks are finding out in these days what it means to have reserve performance so tenaciously embodied in a truck that it can be drawn upon indefinitely without impairment. White Trucks have the stamina THE WHITE COMPANY CLEVELAND comicbooks.com