Life, 1912-04-11 · page 5 of 46
Life — April 11, 1912 — page 5: what you’re looking at
What you’re looking at
This page is a **Michelin Tires advertisement**, not a political cartoon. It appears in *Life* magazine's "LIFE" section and promotes two distinct tire models: 1. A steel-studded leather tread (left) marketed as an "Anti-Skid" tire emphasizing durability over aesthetics 2. A plain rubber tread (right) positioned as affordable and long-lasting, contrasting with expensive "fancy" alternatives The ad's appeal to early 20th-century readers likely centered on **practicality and value**—assuring consumers that Michelin offered reliable options without premium pricing. The copy emphasizes "built on the right principle" and durability, addressing buyer concerns about tire performance and cost. The Michelin location (Milltown, New Jersey) grounds the product as American-made.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Pe eg [CHELIN TIRES. Two Distinct Types A steel-studded leather tread Anti-Skid tire that does prevent skidding. Built on the right principle. Not fancy but durable. A plain, fair-priced rubber tread that lasts—not an expensive fancy tread that wears off, leaving nothing but the recollection of its high cost. The Superiority of Michelin Tires is recog- nized all over The World Milltown New Jersey Michelin comicbooks.com