Life, 1908-08-06 · page 49 of 54
Life — August 6, 1908 — page 49: what you’re looking at
What you’re looking at
This page is primarily a **Michelin Tire Company advertisement** disguised as editorial content, occupying the left two-thirds of the page. The central cartoon depicts a judge or authority figure holding scales labeled "EVIDENCE," weighing claims against Michelin's documented performance. A man on the left holds an "EVIDENCE" document, supporting Michelin's argument. **The satire's point:** Rather than make vague marketing claims, Michelin presents "specific proof"—1,180,830 tires manufactured since 1905, dominance in European markets, and victories in all major motor racing events. The cartoon suggests that facts, not mere "generalizations" and "claims" by competitors, should determine tire choice. **Context for modern readers:** This reflects early 1900s automotive marketing, when tire reliability was genuinely consequential (affecting safety and cost). The appeal to empirical evidence and competitive racing success as proof was novel advertising strategy for the era. The right side contains unrelated period advertisements: Dean's bakery and Arnica Tooth Soap.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
every: Mr land, Calés and Pastries Jo Sor Country Homes va [FRANCE EN t poet | iH Selected assortment of Dean’s Cake, at $2.00 $3.00 $5.00 5 : $8.00 and $12.00 each will ne - WEY) be sent until toe: EXPRESSAGE PREPAID itie, iy _\y toany express pointwithin 300 miles of New York City. The E\ ] I D E N CE >» cakes are packed so that they will keep fresh for days. Motorists who have TRIED Michelins and Send for special Summer other tires use Michelins. If YOU have never booklet with a list of the as- tried Michelins consider THE EVIDENCE, com- sortments and full details re- pare our specific proof with mere generalizations, garding deliveries, with mere CLAIMS and YOU will use Michelins. $72 FIFTH AVENUE Michelin made the first successful automobile tire in 1905. % NEW YORK Since then to September last we have made 1,180,830 tires or Chins enough to equip 295,000 motor cars. Since ‘95 we have manu- factured tires and tubes exclusively. Our great volume of business, many times that of cthers, shows that car owners use Michelins year after year, ard continue to use them because it pays. Ectablisked 1829 Europe is much older in motoring than this country, European motorists have been trying out tires for some years longer than you have. More than half the cars in all Europe are equipped with Michelins, France is the oldest motoring country in Europe. In France the use of Michelins is almost universal. Tires can be purchased - 2 in France cheaper than Michelins—yet the careful, thrifty Frenchman uses Michelins / Antleontie, preserves while because his longer experience has taught him that it pays. Sahitens the tooth—al { SMM) ieading dentifrice for a Do you know that manufacturers who use cheaper tires for their regular equipment pay more for Michelins to use in the world’s big contests? Do you know why? Because Michelin tires have been ot. all the winning cars in all the world’s great_mo- toring events, not only this year, but every year, ever since motor racing began. These manufacturers know that Michelins will give their car a better chance of win- ning—that Michelins stand the strain far better than any others—give the greatest assurance against delay from tire trouble and thus permit the car to show its real value. Michelins do stand the strain—a far greater one than you will ever give them—and that is why Michelins always win. NEW y STON, ‘St. gaat tis Atel hte MICHELIN TIRE CO. strtito! ea wae’ss DETROIT, 247 Jet Ave. SAN FRANCISCO, 308 Van Ness ENVER, 1S gst Collar Aveaue MILLTOWN, N. J. CLEVELAND, 2061 Euclla Aves" C. H. STRONG & CO., CHICAGO, U.S.A. comicbooks.com