Life — October 31, 1912 — page 6: what you’re looking at

What you’re looking at

# Analysis This is **not a cartoon or satire page**—it's a straightforward **advertisement** for Firestone Clincher Cushion Tires, marketed specifically to electric car owners. The ad promotes practical benefits: 12% more miles per battery charge and improved ride comfort. The illustration shows a tire cross-section and an early electric vehicle. The **historical context**: In the 1910s-1920s, electric cars were a viable alternative to gasoline vehicles, particularly popular with urban drivers. Firestone is pitching specialized tires to this market segment, emphasizing how better tires could extend the limited range of electric batteries—a key concern for potential buyers. The page reflects a now-vanished moment when electric vehicles were commercially significant before gasoline engines dominated the market.