Life, 1913-01-09 · page 15 of 100
Life — January 9, 1913 — page 15: what you’re looking at
What you’re looking at
This is primarily a **safety advertisement**, not satire or political commentary. It promotes Weed Chain tire chains as automobile safety equipment. The image shows an early 1900s street scene with multiple cars and a pedestrian—illustrating congested traffic conditions of the era. The advertisement argues that nine-tenths of automobile accidents result from skidding on wet or snowy roads. The headline's phrase "That Other Fellow is a Menace" humorously positions unsafe drivers as public dangers, using peer pressure to encourage adoption of chains. The advertisement cites traffic police across major cities as endorsing mandatory chain use, suggesting legislatures may soon require them by law. The key sales point: chains provide traction on slippery surfaces, preventing skids that endanger both the driver and other road users. This reflects an era when pneumatic tires were relatively new and roads unpaved or inadequately surfaced—making traction devices genuinely necessary safety equipment rather than optional accessories.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“There’s Where YOU Are Wise! That Other Fellow is a Menace to Everyone’s Safety” Nine-tenths of all automobile accidents are caused by skidding and by foolish dependence on rubber alone. In these days of crowded streets and congested traffic, the motorist who does not take precaution to guard against every possibility of disaster is mext to criminal. “The ever-present danger that is quite as much of a terror to the experienced driver as it is to the novice is skidding. There is nothing that makes a man lose his nerve so thoroughly or dread a repetition of the experience so keenly as a bad skid that ends in a broken wheel against a curb, or that makes matters far worse by side sweeping’ a moving trolley car. To feel the car start to slide from under you, aiming directly at the nearest obstruction, despite all manipulations of the wheel and brakes—well, once is too often.” Weed Chains »s. Slipshod Traffic Traffic policemen, by the hundreds, interviewed in all the large cities throughout the country,express the unanimous opinion that their work would be greatly reduced; that nearly all skidding accidents would be eliminated if motorists would take the precaution of always carrying WEED CHAINS, and putting them on when roadsand pavements are wet, slippery and uncertain, or covered with snow. Some of these guardians of public safety go so far as to say that —they afford perfect traction and the time is not far off when State Legislatures will nave the use of WEED | ON THE REAR TIRES oinp.it Gre conta CHAINS compulsory, for the protection of life and property. ON THE FRONT TIRES =the 2¢t as ladders toenable the front wheels to easily climb out of MAKE SAFETY YOURS -'3keno chances. Fully coulp mud-rit, car tracks and all uneven places in pavements Of poo PE RgERRNEEN eer wei re is, always insuring absolute steering control, eliminating CHAINS and insist, for your own protection, that other drivers do the same. | all chance of the front wheel skid. Ifyou haven't aset of WEED CHAINS, or if you have a pair for the rear tires only, get a full equipment mow. Delay is dangerous. Stop at your dealers today and WEED CHAIN your car to safety. repae A",, WEED CHAIN TIRE GRIP CO., 28 Moore St., New York comicbooks.com