Life, 1928-11-30 · page 39 of 52
Life — November 30, 1928 — page 39: what you’re looking at
What you’re looking at
This is primarily a **Timken Roller Bearings advertisement** dressed as editorial content in Life magazine, a common practice of the era. The illustration depicts a cheerful Christmas scene: Santa Claus arriving at a house in a motorcar (notable for the 1920s-30s styling), with a child and gift-laden vehicle. The visual pun is explicit: "IT'S A GIFT"—suggesting that equipping a car with Timken bearings is as desirable as receiving a Christmas present. The satirical angle is subtle: the ad uses the authority of "those who know the real 'inside' of motor car construction" to position Timken bearings as the mark of automotive sophistication. For modern readers, the key humor lies in the earnest, almost absurd conflation of Santa Claus with mechanical engineering specifications—treating bearing construction as a gift-worthy luxury rather than a functional component. The ad's rhetoric ("sensible," "know your motor cars") appeals to aspiring middle-class buyers seeking to demonstrate consumer expertise.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
There is a Santa Claus after all. A sensible one too if he has the forethought to select a car equipped with Timken Bearings. For then the thrill that comes once in a lifetime goes on for continued satisfaction throughout the car’s lifetime. Those who know the real “inside” of motor car con- struction will tell you that Timken tapered construc- tion, Timken POSITIVELY ALIGNED ROLLS and Timken electric steel take the threat out of speed, shock, thrust and torque—which reduced to simple words means —long life to motor cars. You need say only two words to the dealer—“Timken- Equipped”. That will prove you know your motor cars. THE TIMKEN ROLLER BEARING COMPANY CAN TON, [o) TIMKEN“; BEARINGS comicbooks.com