Life, 1919-03-06 · page 36 of 42
Life — March 6, 1919 — page 36: what you’re looking at
What you’re looking at
This page is primarily **advertising for Thermoid brake lining**, a car safety product. The main visual shows two circular brake linings side-by-side—one loosely woven (ordinary), one tightly compressed (Thermoid)—to demonstrate superior durability and safety. The ad's argument: unlike elevators, which states inspect for safety, car brakes go uninspected. Thermoid's "40% more material" and hydraulic compression make it wear evenly and last longer than ordinary linings. The lower section contains satirical vignettes mocking **Prohibition enforcement** (1920s alcohol ban). A "Private Residence" diagram shows a hidden speakeasy with poker rooms and a "Bolsheviki wireless" (suggesting communist smuggling networks). A dialogue between characters debates whether Prohibition was a mistake—a common joke reflecting public frustration with the unpopular law. The page also advertises **Sheona Evans Ale**, a non-intoxicating beverage—a product category that emerged as Prohibition workaround. Overall: practical automotive advertising combined with contemporary social satire about Prohibition's failures.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
This difference means the safety of your car Important facts that motorists are learning about brake lining ‘OU wouldn't ride in an elevator if you knew that it hadn't been inspected. You are reasonably sure of its safety, because the state inspects elevators for you. Yet the state does not inspect the brakes of your car. Are you assuming that they are safe? Becertain. Have your brakes inspected by your garage man, He will tell you if they need tightening or new brake lining. Why Thermoid brake lining is safest The photograph above shows the difference between the texture of Thermoid and that of ordinary brake lining. Ordinary woven brake lining 1s loosely woven. It has gripping power when new, but wears down quickly and unevenly It may fail just when you depend on it most Thermoid is made with a close, compact texture. It wears down slowly and evenly, and retains the same uniform gripping power until worn down as thin as cardboard, Thermoid brake lining has 40% more material than ordinary brake lining, and is made tight and com- pact by 2000 Ibs. hydraulic compression. Thermoid is Grapnalized—our exclusive proc: which enables it to resist water, oil and gasoline. Thermoid the favorite of engineers The engineers and manufacturers of 51 leading pas- senger cars and trucks have standardized on Ther- moid Hydraulic Compressed Brake Lining because of nts sure gripping, long wearing qualities The safety of your car and everyone in it depends on the efficiency of your brakes, Have them in- spected. If they need relining, specify Thermoid because it gives you more efficient brakes and longer wear Every foot of Thermoid is backed by Our Guarantee : Thermoid will make good—os WE WILL. ermoid Rubber Compan Factory and Maia Otfices: Treatea, New Jersey ch ©. Detroit Las Angeles Vetbarga Bosen Locdua Pars Turin CANADIAN DISTRIBL New York Philscelpteds The Ca @ nvORAULIC ONPREssec 100% BRAKE LINING Makers of “Thermoid-Hardy Universal Joints” and “Thermoid Crolide Compound Tires.” Private Residence: 1922 ELLAR — Private brewery First Floo: distillery and for home-made heer. Dance hall and cabaret Second or—Poker rooms and aleoves, Floor headquarters Fourth Floor a la triangle. Roof--Chimney, with concealed high powered Bolsheviki wireless apparatus roulette Third Prohibition — party Home, sweet home Viewpoints R. DRINKWATER: estly believe that the Prohibition- ists made a bad mistake in bringing about a bone-dry nation? Cot. Bourson: Yes, sir, | do; and they haven't even the excuse of plead ing they were drunk when they did it So you hon- ON’T worry about your income tax, Become an annual subscriber to Lire, and you'll forget it Jaybird : wunt (wok aTiEND? Kingfishe HROTHER 71 ORIGINAL ARD-SIEELE BAPTIS If the Really Big News of the Day Could be Found in the Paper (According to Any Returi Arriving in His Home ¢ real pgjuesti , wn) Third Freeing | sons, th Forwa urn Moriter Heroic Woman Looks Font! re not to Your Triumphant | Your Sweerneart Sti Girl You Left Behind Say. | cd Up Countless K Her Soldier Trur She Has s for Boy | Dav's Crest Swetts \is Froud Parent, Famed for f-flort Four Richest Man in Town 1) Waits for You on Outskirt With Faithful Ford Liberty Loans, Feols. Self Tuat Jon Yours AGats Wuexever Yo Got Hundred Gray H to Get Along Without You Immediate Promotion an Pay Assured Boss Get Reavy For Rovat | Delectable Dinner Your Weighing Heavily on Dinin Table Mammoth — Chocolate Mother's. Sy Edmund in Hone Room Kiefer. A long, long trail before lfind a better beverage | SSthastee Evans NON-INTOXICATING Up-to-Date Grocers Drag gists and Dealers