Life, 1914-04-02 · page 5 of 68
Life — April 2, 1914 — page 5: what you’re looking at
What you’re looking at
This is primarily a **Fisk Rubber Company advertisement**, not political satire. The image shows a caricatured figure holding a large tire and a torch, with the headline "Time to Re-tire? (Buy Fisk)." The figure appears to be a **Fisk Tire mascot**—likely the company's "Fisk Boy," a recognizable brand character from early 20th-century advertising. The torch reference and tired pose suggest the person should "re-tire" (rest/replace tires). The accompanying text emphasizes the company's business philosophy: building customer loyalty through quality and service rather than seeking one-time sales. This is **commercial advertising using visual humor**, not political commentary. The satirical element is simply the pun on "retire"/"re-tire."
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
(Buy Fisk) ) Time to Re-tire? fy We Hold Our Trade ONY permanent customers can make permanent success. Only satisfaction can make permanent customers. On this belief we base our manufacturing and selling policies. We do not aim to sell to the million car owners. We do aim to: please continu- ously our constantly increasing part of that million to whom we sell whenever tires are needed. We hold our trade. Year after year, for car after car, we sell to the same customers. Members of the same family, business associates and friends recommend our tires and service one to another. WE OFFER tires of demonstrated qual- ity, the courteous and far-reaching service of an unusually efficient organization, a sincere effort on our part to hold our cus- tomers through their satisfaction with Fisk Tires and our methods of doing business. Tue Fisk Russer Company Factory and Home Office: Chicopee Falls, Mass. 18,000 Dealers and Fisk Branches in Principal Cities