Life — October 31, 1918 — page 6: what you’re looking at

What you’re looking at

# Analysis This page is **primarily an advertisement**, not satire. It promotes the Franklin Car, manufactured in Syracuse, New York. The ad emphasizes the car's fuel efficiency (20 miles per gallon versus 10,000 miles per tire set versus the usual 5,000), durability, and economic value. It highlights that the Franklin depreciates slower than average cars and has won economy tests. The ad references wartime conditions (mentioning "war-time motor service" and a quote from Secretary of Labor W.B. Wilson about patriotic work), suggesting this advertisement dates to the **World War I era**, when fuel and tire conservation were national concerns. The illustration shows a well-dressed couple beside the automobile in what appears to be an industrial or dock setting, positioning the Franklin as a practical, economical choice for concerned citizens.