Life, 1910-12-08 · page 44 of 44
Life — December 8, 1910 — page 44: what you’re looking at
What you’re looking at
This is an advertisement, not a cartoon or satirical content. It promotes Michelin's "Semelle" Anti-Skids tire product, featuring a large tire cross-section diagram. The ad emphasizes safety features: a leather tread to prevent skidding and embedded steel rivets for traction. It highlights that the tire's flexible rubber sidewalls aren't restricted by the leather tread, making for a smoother ride. The Michelin company logo and tagline encourage customers to look for their sign at "Leading Garages" worldwide. This reflects early automotive safety concerns from the 1910s era, when tire technology was rapidly evolving to address accident prevention on increasingly congested roads.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Prevent Skidding, insuring car and passengers against accident and possible serious injury Tough, Flexible, Non-Punc- turing, Leather Tread Firmly Imbedded Hardened Steel Anti-Skid Rivets Michelin Anti-Skids are easy riding, as the resilient rubber side walls are NOT confined by the leather tread os sign on Mi at all over " MICHELIN Leading Garages B} the World Se \.\ MICHELIN TIRE CO. MILLTOWN, N. J. comicbooks.com