Life — December 2, 1920 — page 11: what you’re looking at

What you’re looking at

# Analysis This is a **Mercer Motors advertisement** disguised as editorial content under the "Christmas Life" section heading. The image shows a car (a Mercer) driving through heavy snow at night, with illuminated windows visible in its body. The text argues that winter driving conditions test a car's reliability, and that the Mercer's "simple design" makes it superior because it requires fewer adjustments and repairs during harsh weather. The advertisement emphasizes "accessibility" of parts and design—meaning owners can service the vehicle themselves without specialist help. This is essentially a **performance claim** pitched as practical winter advice. The tagline "We shall keep faith" (Hare's Motors, the distributor) promises reliability when conditions are most demanding.