Life, 1920-03-11 · page 6 of 40
Life — March 11, 1920 — page 6: what you’re looking at
What you’re looking at
This is a **straightforward advertisement**, not satire or political commentary. The page promotes the Franklin Automobile Company's sedan model from Syracuse, New York. The ad emphasizes practical virtues: 20 miles per gallon fuel economy, 12,500-mile tire life, and 50% slower yearly depreciation than competitors. It highlights the Franklin's unique air-cooled engine (requiring no radiator), which allegedly provides superior comfort and reliability compared to water-cooled rivals. The illustrated scene shows a well-dressed woman admiring a Franklin sedan parked near her home—a common advertising strategy targeting affluent consumers. The copy positions the Franklin as combining luxury comfort with exceptional reliability and economy, framing car ownership as a prudent financial investment for the discerning buyer.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
UT FE THE FRANKLIN. SEDAN \/ A ‘bt ( ! (ay y ‘| ME GB Cree A\KE a ride in a Franklin Car, and its comfort will impress you as something just as positive and definite as its owners’ average fig- ures of economy and dependability : 20 miles to the gallon of gasoline 12,500 miles to the set of tires 50% slower yearly depreciation Neither the Franklin owner nor the tires he rides on suffer the jolt and jar which rough roads ordinarily produce. Shock is absorbed, rather than trans- mitted, by Franklin light weight and flexibility. This gives driving confi- dence, a sure feeling of control, with no fear of skidding or pounding. As a result, the Franklin Car can maintain a‘ rapid pace more steadily and can cover more ground in a day than any other car, Also, the tires average only three punctures to the FRANKLIN AUTOMOBILE COMPANY, set, with no blowouts in their entire life — 12,500 miles. Actual owners’ records are the proof of this. The Franklin naturally outstrips all other fine cars in gasoline economy and in freedom from commonly ex- pected troubles. It is light, flexible, and rolls easily without rack or strain. That means slower depreciation and a higher resale value. The Franklin also has the advantage of complete freedom from tempera- ture annoyances. Being direct air cooled and having no water to boil or freeze, it does not overheat in summer, nor require extra attention in winter. ‘Those who are familiar with the Franklin Car regard its riding com fort as a trustworthy index to its entire performance. SYRACUSE, N. Y. comicbooks.com