Life, 1920-03-04 · page 12 of 78
Life — March 4, 1920 — page 12: what you’re looking at
What you’re looking at
This is an advertisement, not a political cartoon. It promotes the Columbia Six automobile, manufactured by Columbia Motors Company in Detroit. The ad emphasizes the car's "enthusiasm"—defined as responsiveness and reliable performance on challenging terrain. The images show the vehicle navigating rough, muddy roads with large wheels and sturdy construction. The text appeals to buyers by claiming the Columbia Six provides confidence and dependability for difficult driving conditions. A secondary note addresses mechanically-inclined owners, highlighting the car's thermostatic cooling system and other technical features. The phrase "Gem of the Highway" (at bottom) was the car's marketing slogan. This represents early 1900s automotive advertising, when vehicles were still proving their practical utility rather than luxury appeal.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
or the Mechanically Inclined At this time when the changing seasons bring al- most every day a shuffling together of winter's raw cold with spring's balmy warmth, these “Sylphon’” controlled radiator ‘delight to ‘sense the slightest temperatere ation and open and close to meet the motor's needs. They eliminate carburetor fussing and contribate to carefree motor service. A Car of Enthusiasm Enthusiasm—the divine spark that has fired the ambitions of men for every worth-while accomplishment since history began— Enthusiasm—marks the difference between the leaders in every activity and the laggards who put in just enough effort to “ get by.” Is it an exaggeration to say that some cars put enthusiasm into their work? Drive a Columbia Six and see. Instant responsiveness—verve and snap in action—the easy, con- fident way it goes thru with the toughest job of muddy, rutted hill climbing—imparting no sensation of working to the limit of its strength—these qualities can only result from abundant vitality and reserve strength. They are accurately expressed by one word— enthusiasm. The Columbia Six owner never has that feeling of uncertainty when he approaches a difficult bit of “ going.” He has perfect confidence that his car is willing and able to do even more than he asks of it. Talk With a Columbia Six Owner and You Will Find that the Enthusiasm in His Car is Contagious Five Models — Touring, Sport, Roadster, Sedan, Coupe COLUMBIA MOTORS COMPANY DETROIT, U.S. A. - Gem _of the Atghway— coli comicbooks.com