Life, 1922-02-02 · page 27 of 34
Life — February 2, 1922 — page 27: what you’re looking at
What you’re looking at
This is a straightforward automobile advertisement, not satire. The Locomobile Company uses this Life magazine page to showcase their car's reliability through an exhaustive component-by-component warranty. The ad lists guarantees for virtually every mechanical part—from the frame (15 years) down to springs (2 years) and wiring (3 years)—emphasizing durability as a selling point. The opening text frames this guarantee strategy as the most convincing way to demonstrate "the sincerity and real value of the car." This reflects early 1900s automotive marketing, when cars were still relatively new and reliability was a major consumer concern. By detailing specific warranties for individual components, Locomobile positioned itself as a premium, trustworthy manufacturer. The comprehensive nature of the guarantee itself became the advertisement's message.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
I dis LOCOMOBILE N order to accentuate the enormous struétural strength and vitality of the Locomobile its Makers announce an entirely new specific time and tance Guarantee on individual components. Perhaps in no other way can the sincerity and real value of the car be so convincingly stated, GUARANTEE Tue Frame. The foundation of the car replaced free if it breaks or sags in 15 years. Tue Enaine Ben is also guaranteed for 15 years. Tue Cyitnvers. New ones will be provided, no charge, if they crack inside of 3 years. Tue Crank Suarr is to be installed free if it should break in 5 years. Tue Connectinc Rops are guaranteed against breakage for 5 years. Tue Piston anp Rios are guaranteed for 1 year. Tue Front Axte is guaranteed against breakage for 15 years. Tue Carpureor, if permission’is given to seal to prevent meddling, is guaranteed against replacement of parts in 3 years. Tue Macneto is guaranteed for 25,000 miles, Tue Raptor is guaranteed for 2 years. ‘Tue C.utcu is guaranteéd for 25,000 miles. Tue Transmission Case is guaranteed for 15 years. Tue Brakes are guaranteed for 20,000 miles. Tue Propetter Suart is guaranteed for 50,000 miles. Tue Rear Axe Hovusinc anp Tusss are guaranteed for 15 years. Tue Transmission Gears will be replaced without any charge, if one breaks, Tue TRansMission SHAFTS are guaranteed against breakage in 50,000 miles. Tue STEERING Gear is protected by a special guarantee which replaces any part at any time without charge if it breaks. Tue Dirrerentiat Gears AND CaSE are guaranteed for § years. Tue Wirnc is guaranteed for 3 years. Tue Startinc Moror is guaranteed for 3 years. ‘Tue Battery is guaranteed for 25,000 miles if well used. ‘Tue Sreerinc WHEEL is guaranteed for 5 years. ‘Tue Sprines are guaranteed on a basis of 2 years. Tue WHEELS are guaranteed for 5 years. Tue Circuatine Pump anp Fan, § years. Tue Rear Ax.e Gears, for 25,000 miles against breakage. Front Timinc Gears guaranteed against defect for 25,000 miles. Equipment, Even the details of equipment are guaranteed. THE LOCOMOBILE COMPANY Bridgeport, Connecticut comicbooks.com