Life, 1920-12-02 · page 11 of 97
Life — December 2, 1920 — page 11: what you’re looking at
What you’re looking at
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.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
be ae XUM MERCER MOTORS COMPANY 16 West 61st Street New York City Operated by HARE'S MOTORS, INc. Wes shall + keep + faith ‘CHRISTMAS LIFE: . ~~. ~ “ 2 ? Ou NOW driving tests the fibre of your car. It multiplies the strains on every vital part. In winter the car of accessible design wins its full measure of appreciation. For in winter things are going to need adjustment if they ever will. And in winter it’s less convenient in every respect to fuss with i parts. Cold chills one’s fingers. Excess clothing gets in one’s way. Ti is scarce and daylight short. In winter the MERCER comes truly into its own. Its simple design min- imizes the adjustments required and simplifies them to the last degree when really necessary. In the annual overhaul which most owners schedule some- time between snowfall and that joyous day when the arbutus peeps again, the item of labor is notably less in the MERCER because the workman finds so little in his way. Hare’s Motors products are sold on their transportation merits. Such fundamental qualities as accessibility are required by the Hare’s Motors standard of design. comicbooks.com