Life, 1921-09-08 · page 29 of 36
Life — September 8, 1921 — page 29: what you’re looking at
What you’re looking at
This is a **vintage automobile advertisement**, not political satire. It promotes the Templar car to affluent, discriminating buyers who consider themselves above-average. The advertisement's core argument: mass-market car makers design for "average" people, so superior individuals need a superior car—Templar. It emphasizes the car's exclusive 18-43 H.P. motor, durability (100,000-mile records), fuel economy (26.66 miles per gallon), maneuverability, and sporty performance. The pitch flatters potential buyers as "different," "exceptional," and possessing "higher tastes" than ordinary consumers. Pricing ($2,385–$3,185) positions Templar as premium but not luxury-tier. This reflects 1920s marketing strategy: positioning a middle-class product as exclusive by appealing to consumers' self-image and social aspirations. The Templar Motors Company was based in Cleveland and marketed performance vehicles during the early automotive era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Lf Youre Not an Average’ Person oor car makers are human; they eat and sleep and work and think. Sometimes they think about you, and plan to build cars that will be just what you want. But the usual maker likes to think about “average” peo- ple; and if you are different and your tastes are higher than the kind he has in mind, then, of course, the car he builds is not likely to please you. You Need Something Better Saves Your Dollars Different and Better HAT?’S why a maker is needed who thinks about those of you who desire cars above the average, exceptional, differ- ent. And that’s where Templar fits in. Templar is purposely built for men and women who want to enjoy pleasure in doing their own driving. To make driving an actual pleasure for motor-wise owners demands in a car many separate merits. ‘eee is little fun in driving a sluggish car. Hence Templar has its own exclusive 18-43 H.P. overhead-valve motor that is alive with power, doing 55-60 miles an hour readily. You need the confidence, too, that your car will stand up like solid rock. Many a Templar has served 100,000 miles and kept ae on going, And Templar’s New York-Los Angeles record of tor hours, 43 minutes running time shows how well Templar withstands violent usage at extreme speed. N° delight in driving a car that hungrily eats up dollars in tires and gas. Templar cuts down wasteful weight and fric- tion. Against cars of many makes and sizes, Templar won the Los Angeles-Yosemite contest, thru snowstorm and mud, doing 26.66 miles per gallon of gasoline. Splendid economy! With its 118-inch wheelbase, Templar readily masters thick city traffic. Gets in and out quickly, handles with utmost ease, turns around in 38 feet, steps off rapidly, and is out of the jam before many another car gets under way. LL this is only the first part of Templar’s story. We haven’t said a word about the car’s beauty or comfort, not a word about its superior equipment. We simply want you to realize that Templar is a superfine car, especially built for the hearty enjoyment of those who demand a different and better car. Costs but $2385—closed models at $3185. Let’s get acquainted. We shall be glad to send the,name of the Templar dealer nearest you. : The Templar Motors Company, 2200 Halstead Street, Cleveland. 25 comicbooks.com