Life, 1924-10-09 · page 36 of 36
Life — October 9, 1924 — page 36: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward advertisement for the Corto radiator, published in *Life* magazine during the early 20th century. The page promotes a decorative heating radiator designed by French engineer Louis Courtot. The "joke" or selling point is that a utilitarian heating device has been styled to resemble classical architecture—with slender columns—making it "an object of art" rather than an eyesore. The advertisement emphasizes practical benefits: quick heating response, 30% less floor space usage, and enhanced home aesthetics. Technical details highlight "threaded joints" as an exclusive feature ensuring tight connections without visible rods. The page includes a response card encouraging homeowners, builders, and planners to request illustrated booklets about the Corto radiator and matching boiler systems. The heating contractor serves as the distributor channel. This reflects early 20th-century marketing that positioned industrial/functional products as beautiful design elements—making home heating a matter of both efficiency and refined taste.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
* LIFE - CORTO ~ The Radiator E a || Classic Te Louis Courtot, engineer of our French company, belongs the honor of designing the “radiator classic” ° To quote his own words, he sought a “radiator so repeating the chaste lines of classic architecture that it may justly be regarded as an object of art.” And Corto combines beauty with warming power of maximum efficiency Corto’s slender columns bring quick re- sponse from the hot water or steam. It heats quickly. Soeffectiveare the designand arrangement of the columns that Corto occupies 30% less floor space . The additional cost of these fine features is a trifle in the construction of a home. And forit you gain high heating efficiency, a saving in valuable floor space and a permanent addition to the charm of the house . zs —_—S SS re Threaded joints make American Radiators the best re 2 Ask your architect to specify Corto, and , Ie \e send for the book which describes its ad- vantages in full. HOME OWNERS HOME BUILDERS HOME PLANNERS ALL AMERICAN RabiAtors, including Corto, are held Send fo r this Boo ke tightly together by especially annealed right and left hand headed radiator joints. This is an exclusive feature, It banishes unsightly connecting rods; it insures tight joints and perfect alignment forever; it makes it simple and easy for your Heating Contractor to add or subtract sections if re- quirements change. NN IM SITOdVINNIA AMERICAN RADIATOR COMPANY Derr, 214, 1803 E_mwoop Avenus Burrato,N.Y ! { | ! I I ! My home has rooms. Send me your Corto |, | Radiator booklet illustrated in color; also a book de- ! | { sctibing the Ioeat Boiler designed forahome the size | of mine. : Your Heating Contractor is our Distributor AMERICAN RADIATOR COMPANY | *"- re B as Town, State Name comicbooks.com