Life, 1925-10-15 · page 36 of 36
Life — October 15, 1925 — page 36: what you’re looking at
What you’re looking at
This is primarily an **advertisement for Atwater Kent radios** disguised as satire. The cartoon depicts a newly wealthy Native American—made suddenly rich from oil discovered on Oklahoma Indian lands—asking a car salesman why a horseless automobile is necessary. The salesman's inability to explain appeals to the Indian's practical logic. The ad uses this joke to make its sales pitch: like the Indian, consumers shouldn't need technical jargon to appreciate the radio. "Judge it that way," the copy urges—by listening and performance, not specifications. **The satire's target** appears to be overly complicated sales talk and technical specifications themselves, not Native Americans specifically, though the cartoon employs offensive stereotyping typical of 1920s advertising. The "newly rich Indian" was a stock figure in period humor, often used to mock materialism and conspicuous consumption. The message: Atwater Kent radios don't need elaborate explanation—their quality speaks for itself.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
/ Model 20 Compact, $80 Radio Speakers finite $38 Prices slightly higher from the Rechies west and in Canada wis they struck oil on the Indian lands in Oklahoma many of the Indians became suddenly rich. One of them, anxious © to begin his life of luxury, went to buy an automobile. The salesman welcomed him eloquently and launched into a description of the car in detail. Technical term followed tech- nical term in a bewildering stream. Finally the salesman thought his work was done. He produced an order blank and paused. “Now,” he asked, “is there anything else I can tell you?” ‘The Indian scratched his head. “Um,” hesaid. “You tell me: He have nohorse. Why hego?” We could give you a description of the Atwater Kent Radio Receiving Sets and Speakers that would fill hundreds of pages. But what would be the use? You would still judge an Atwater Kent, as you should, by its performance. We want you to judge it that way, to compare it with any other radio you are considering. By looking at it and listening to it, you will get the same idea of its technical perfection, When you have owned itand lived with it, you will know for certain how good it is. Write For illustrated booklet telling the complete story of Arwater Kent Radio ATWATER KENT MANUFACTURING COMPANY. A. Al Kent, President 4753 Wissanicxon Avencg >) Puitapatemia, Pa. Hear the Atwater Kent Radio Artis's exery Thursday evening at 9 o'clock (Eastern Standard Time) throwsh stations: . New York wees Providence Sea . Boston cies. Philadelphia . Pittsburgh Buffalo eee . Detroit » Minneapolis-St. Paul . Darenport Cincinnati comicbooks.com