Life — October 6, 1921 — page 3: what you’re looking at

What you’re looking at

# Advertisement for Templar Motors This is a **motor car advertisement**, not political satire. The Templar Motors Company uses an extended metaphor comparing automobile engineering to athletic training. The ad argues that removing "unnecessary weight" from cars—like athletes shedding excess pounds—improves performance: speed, endurance, and handling. It contrasts this with competitors' cars that remain "heavy" because manufacturers mistakenly believed weight provided stability ("easy riding"). The piece emphasizes Templar's innovation: their lightweight construction makes cars faster, more nimble, and more fuel-efficient. The ad positions Templar as the "winning" choice, achieving "the pink of perfection" through superior engineering rather than outdated design philosophy. The Templar Motors Company was located in Cleveland, Ohio.