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| Auto-Lite |
Three color 9 1/2" x 13 1/2" ad for the Auto-Lite sta-ful Auto Batteries. This ad has a picture at the top of the page of a man dressed up in a black cowboy hat and wearing a black coat with a rifle poking up one side of him and a revolver poking up the other side and the text next to him says "Someday I want to meet Hopalong Cassidy! (Who am I...? See answer below)". The headline of the ad claims that "Batteries also look alike, but Auto-Lite Sta-Ful needs water only 3 times a year!". The text then tells us that "Every kid in America would like to meet the real Hopalong Cassidy...not just a look-alike. Nowadays even batteries have look-alikes, but the amazing Auto-Lite 'Sta-Ful' Battery needs water only 3 times a year in normal car use...and lasts longer too. So don't be fooled by appearances. Make your next battery an Auto-Lite 'Sta-Ful'. You were wrong about cowboys if you thought the man above was Hopalong Cassidy (William Boyd). Althouth Willis Claire, of New York City, is often confused with 'Hoppy' there are no family ties. And if you want to be right about batteries, see your nearby Auto-Lite Battery Dealer because 'You're Always Right With Auto-Lite'". |
September 22, 1952 Life magazine |
1 |
$8.00 |
View Battery 15 |
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| Autolite |
Full color 9 3/4" x 13 1/2" ad for Autolite Automobile Batteries. This ad has a picture of a male hand holding a gold pocket watch and the headline under it says "America's No. 1 Battery Killer". Then, this ad jumps in and introduces "How a remarkable new battery triples your protection against the ravages of time. That time should take its inevitable toll of your car battery is understandable. The problem is that most of us hasten the process needlessly. For various reasons, we just don't take the time to have our batteries checked each time we get gas. The water level in the battery falls below the top of the power producing plates. The plates dry out and lose some of their power producing capacity. Two solutions to the problem are obvious. Change our battery filling habits or find a battery that protects itself against our time problems. For those of you leaning to the later solution, we have one. The Autolite Sta-ful Battery with the built-in liquid reserve. On the left (in this ad) is a side-by-side comparison between an Autolite Sta-ful Battery and the ordinary kind. The water level shows you what can happen after a few weeks of hard use. The water in the ordinary battery has fallen to expose the plstes. Filling the battery now will not undo all the damage. Notice the water level in the Autolite Sta-ful, after equal use, equal evaporation. The plates are still covered, still full of power. This extra protection is yours at no extra cost just by asking for Autolite Sta-ful, the unusual battery that normally needs water only three times a year". |
October 4, 1963 Life magazine |
1 |
$7.50 |
View Battery 12 |
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| Delco-Remy |
Black and white 5 3/4" x 9" ad that talks about the Engine Cranking Time and the fact "that one minute is Really Important". The text explains that this is the most important thing that a bettery will have to do, START YOUR CAR, and it probably won't have to do it for more than one minute a day. It claims that the Delco-Remy Battery is the best battery for the job and reminds us that "Delco Batteries are original equipment on 43% of all new cars sold today". It also claimed that Delco-Remy was the "World's Largest Manufacturer of Automotive Electrical Equipment". |
April 1940 Popular Mechanics |
1 |
$8.00 |
View Battery 6 |
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| Delco |
Black and white 9 1/2" x 14" ad for their Auto Batteries. This wartime ad dealt with the necessary care that drivers and car owners of the period when new cars were not available to replace the cars on the road had to devote to their automobiles. Under a picture of a Delco bettery was the headline that brought attention to "Your Responsibility as a Partner in Wartime Transportation". The ad mentions the overall care of a car that people had to pay attention to and calls attention to the care that should be given to your battery. It mentions some of the things that owners could do and suggests going to a Delco dealer for assistance and when it was necessary to replace your battery. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
January 24, 1944 Life magazine |
1 |
$8.00 |
View Battery 4 |
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| Delco |
Black and white 9 1/2" x 13 1/2" ad for the reliability of a Delco battery for the people at home during the war. There is a large picture of a battery with the Delco insignia proudly displayed on the sign and the headline identifies this battery as "Your Servant in Essential Wartime Driving." The text talks about the millions of people who are using a Delco batteries for starting up for their "essential rounds of wartime duties". It urges proper maintenance and going into your Delco dealer for a checkup at least once each month. |
March 20, 1944 Life magazine |
1 |
$8.00 |
View Battery 9 |
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| Delco |
Three color 9 1/2" x 13 3/4" ad for the Delco Batteries. Shown in this ad is a very dependable-looking 6-volt Delco battery, looking very comfortable being placed on a red blanket. The label in front of the battery simply says that "Again the new General Motors cars and trucks will come equipped with dependable Delco Batteries". |
December 17, 1945 Life magazine |
1 |
$8.00 |
View Battery 13 |
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| Delco |
Three color 5 3/4" x 9" ad geared toward getting you to replace your old battery with a Delco. Against a green background we see a nice, clean Delco Battery with the headline asking you to "Replace with a Delco Battery for Good Service for a Long Time". The few words used in this ad make you fully aware of the large variety of batteries that Delco had to offer by saying that "Delco Batteries for Passenger Cars, Trucks, Buses and Tractors are sold by Delco Battery Dealers everywhere" and insists that they were prefered "wherever wheels turn or propellers spin". |
February 1949 Popular Science |
1 |
$8.00 |
View Battery 7 |
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| Delco |
Three color 10" x 13" ad for the Delco Battery for which it is said that it is "Every inch an active storehouse of power!". Ths picture in the ad shows someone holding a tapemeasure to a partially disassembled Delco battery but they are holding it from the 2 inch slot up to the 10 inch. Just a little bit of nonsense. The ad says that "A battery must handle thirty or more jobs in the average car today - and you can depend on a Delco to do it, because every inside inch that ought to be working - is working!. Delco's are made to save you from battery cares - and nobody can surpass Delco for successful experience in doing just that". In the bottom left hand side there is a little box that says "Check these Delco features". These include Full-Size Plates, Power-Ful Case, Generous Liquid Reserve and Exclusive "Expander" Formula. |
September 20, 1954 Life magazine |
1 |
$8.00 |
View Battery 10 |
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| Delco |
Three color 9 3/4" x 13 1/2" ad for Delco Original Equipment Line Batteries. This ad has a drawing that shows a good drawing of a Delco Battery under a crudely drawn yellow flower just over the headline stating that there is "Nothing in nature is fresher than a quality-built Dry Charge Delco". The text of this ad then tells us that "If batteries were grown garden fresh like daisies, they still wouldn't be one whit fresher than a Dry Charge Delco - the battery that can't get old before it's sold. This quality-built battery is stored bone dry! That's so none of its let-me-at-it power can waste away before you buy it. When your dealer adds fluid, it jumps to life with the freshest power it's possible to produce. You get all the power - all the value - you pay for! Available in all sizes, models and capacities - all with long-life warranties that are honored everywhere, in the United States or Canada". |
November 19, 1956 Life magazine |
1 |
$8.00 |
View Battery 14 |
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| Delco |
Full color 10" x 13" ad with a photo of a Delco battery on a pillow with an alarm clock next to it and a sleeping cap covering one of it's terminals and cell caps. The ad headline describes the Delco DC as "the dry charge battery that sleeps until it's sold". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
October 6, 1958 Life magazine |
1 |
$7.50 |
View Battery 2 |
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| Exide |
Black and white 7 1/4" x 10 1/2" ad which shows an air traffic controller talking a plane down. The ad headline calls him the "Traffic Cop of the Airways" and describes the many different vital roles that the Exide storage batteries fill. |
January 19, 1948 Time magazine |
1 |
$8.00 |
View Battery 3 |
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| Prestolite |
Three color 9 1/4" x 12" ad with Yankee catcher Yogi Berra. The ad has a photo of him in his catcher's equipment and has him saying "I add water only 3 times a year". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
August 6, 1951 Life magazine |
0 |
$8.00 |
View Prestolite / Celeb Male 123 |
Temporarily |
| Prestolite |
Three color 5" x 12" ad with Yankee shortstop Phil Rizzuto. The ad has a photo of him swinging a bat and has him claiming that "I add water only 3 times a year". This ad is taller than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
September 10, 1951 Life magazine |
1 |
$8.00 |
View Celeb Male 124 / Prestolite |
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| Sears |
Black and white 7 3/4" x 10 3/4" ad for their DieHard Batteries. There is a picture of a DieHard battery standing next to a automobile dashboard with a mile or so of wiring ripped out and a stereo tape player waiting to be installed. The headline makes the claim that "The DieHard rules the dashboard jungle" and the text makes the claim that "Size for size, it's America's most powerful car battery - by 35%". The text reminds us of the additional electrical items that cars were having to deal with and claims that the DieHard may be the same size as the other company's batteries on the outside but, on the inside where it counts, they are bigger. It reminds us of the ease of finding one of the 2500 Sears stores to buy or have one replaced but, with a five year guarantee, that shouldn't need to happen. |
October 1968 Hot Rod |
1 |
$7.50 |
View Battery 8 |
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| Varta |
Full color 10" x 13" ad in German from a German magazine. The colorful ad shows a picture of a sample battery and lists many of the car manufacturers (all European) that use this brand as well as having a picture of a happy lady and young child looking out of the passenger side window of a red car. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. |
December 11, 1968 Bunte Illustrierte |
1 |
$7.50 |
View Battery 1 |
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| Willard |
Black and white 9 1/2" x 13 1/2" ad for their 110 Battery. The ad has a picture of an older man pushing a car that a woman is steering and the headline suggests that you, and he, should install "The Most Powerful Automobile Battery of its size ever built by Willard, the Willard '110'". It "Gives you the Extra Capacity sometimes SO Badly Needed" and the text offers the proof of having 51 plates instead of the usual 39. It is claimed to fit "most passenger cars - and in this service carries a 2 year or 24,000 mile adjustment policy". The ad mentions the many different useages of Willard batteries such as Beacon Lights, Original Equipment, Farm Light, Modern Trucks and Signals and Alarms. |
February 23, 1935 Saturday Evening Post |
1 |
$8.50 |
View Battery 5 |
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| Willard |
Three color 9 3/4" x 13 3/4" ad for the Willard "Safety-Fill" Batteries for your vehicle. The troubling headline in this ad claims that the "AAA Reports Over 10 Million Car Breakdowns Caused By Battery Trouble In One Year". The ad then says for you to "Play Safe - Buy a Willard Heavy Duty De Luxe. You won't find greater battery VALUE at any price! - up to 56% more starting power at zero than required to meet the standards at the Society or Automotive Engineers - Sells at popular prices less liberal trade-in allowance for your old battery...there's a Willard for every car and budget. For the ultimate in battery performance. The Willard Super Master offers you 80 to 119% more starting power at zero than required to meet the standards of the Society of Automotive Engineers. Exclusive Metalex Grids provide 100% more protection against overcharging, today's No. 1 Battery Killer. Add a Genuine Willard Battery at a low price. Now Willard offers you Willard quality and dependability at lowest possible price. Safety-Fill construction provides extra protection against acid spray and dangerous corrosion caused by overfilling. Fits most popular cars. Fully guaranteed. Willard Prices start at $16.65". There is a unique box in this ad, it says "For The Name Of Your Nearest Willard Dealer...Call Western Union by number...ask for Operator 25. Operator 25 will give you the name and address of the Willard Dealer located nearest you. Or, look under "Batteries" in the Yellow Pages of your telephone directory". |
September 22 & October 20, 1952 Life magazine |
2 |
$8.00 |
View Battery 11 |
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