Life, 1918-10-10 · page 29 of 33
Life — October 10, 1918 — page 29: what you’re looking at
What you’re looking at
This page is **not a cartoon or satire**—it's a straightforward advertisement for the Pierce-Arrow Motor Car Company of Buffalo, New York. The ad promotes the Pierce-Arrow's new "Dual Valve Engine," highlighting technical innovations: reduced gear-shifting, ability to climb hills and reach 70 mph without changing gears, improved fuel efficiency, and enhanced comfort. The marketing pitch emphasizes that "power is comfort," positioning mechanical advancement as a luxury feature. This appears in *Life* magazine's advertising section. While *Life* was known for satire and humor, this particular page is commercial copy—a luxury automobile manufacturer advertising to affluent readers. The page number (533) and layout suggest it's part of the magazine's paid advertising section rather than editorial content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Pierce-Arrow Car has a new engine HE Dual Valve Engine retains for the Pierce-Arrow Car all the advantages of the six-cylinder power plant, with so much .d- ditional power that the necessity of shifting gears is much reduced. The car will slow down to five miles an hour in traffic, mount any or- dinary hill, speed up to seventy miles (if desired) without shifting from high gear. It offers more power, more speed, more com- fort with less gasoline, without increased weight and less gear shifting. This new engine is the natural development of the constant aiming at greater comfort. Power is comfort—power and ease of its appli- cation. The Dual Valve Engine gives the Pierce-Arrow both. Pierce-Arrow THE PIERCE-ARROW MOTOR CAR CO. BUFFALO, N. Y. comicbooks.com