Life, 1913-05-15 · page 51 of 52
Life — May 15, 1913 — page 51: what you’re looking at
What you’re looking at
This is primarily a **product advertisement**, not satire or political commentary. The page promotes Tirenew and Narco Tire Cut Filler—tire maintenance products from the National Rubber Company (St. Louis, Missouri). The "Smart!!" headline uses a common early 20th-century advertising appeal: suggesting that car owners who maintain trim, presentable tires demonstrate good taste and attention to detail. The large photograph on the left shows a deteriorated tire beside a well-maintained one, visually contrasting shabby versus smart appearance. The ad targets owners concerned with vehicle appearance and tire longevity, emphasizing that Tirenew's protective coating waterproofs and extends tire life by 30%. It mentions "imitations" exist but warns they only paint over problems without genuine protection—a competitive marketing claim common in patent-medicine-era advertising. This reflects an era when tire maintenance and appearance directly signaled vehicle owner status and competence.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIFE Smart!! Attention to details—finish—that’s the secret of smartness in a car—the tires count. Trim looking tires add greatly to the appearance of any car—shabby tires detract just as much from the smartness of anew one. Shabby looking tires aren’t necessary; Tirenew keeps tires looking like new, and more—it waterproofs and protects them from decay; used in conjunction with Narco Tire Cut Filler adds 30 per cent to tire life. TRENEW Prevents Tire Decay a liquid, unvulcanized, rubber compound with a base of pure gum. It puts a protecting coat on the tire which will not crack, rub or wash off. Gets down into the cuts and cracks and thoroughly waterproofs the fabric—protects and preserves the tire from the injurious effects of light, air, oil and moisture. Makes Tires Look Like New Garage Tirenewing Stations Alnow every for a email 2 Tieoew. Myout garage doct nck b th tequest, There are imitations which paint but don't protect—insist on Tirenew. Your Dealer Sells It— if be can supply you, we will é Nar National Rubber Co. TIRE cur. FILLER 4406 Papin St., St. Louis, Mo. comicbooks.com