Life, 1914-06-04 · page 33 of 52
Life — June 4, 1914 — page 33: what you’re looking at
What you’re looking at
This is a straightforward **automobile tire advertisement**, not political satire. It appears in *Life* magazine (page 1029) and promotes Federal Rubber Manufacturing Company's "Rugged Tread" tire. The ad emphasizes safety features: the large round studs provide "skidding protection" in all directions, and the "Double-Cable-Base" construction prevents rim damage and blowouts. The dramatic image shows an early automobile on a tree-lined road with an enlarged tire profile displaying the distinctive stud pattern. The key sales pitch: Federal's superior construction justifies its price—you cannot buy more safety elsewhere, and cheaper non-skid tires provide less protection. The company was based in Milwaukee, Wisconsin and operated branches nationally. There is no political message or satire present—this is simply period automotive advertising emphasizing engineering reliability.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
| fe Me nya THE STERLING MARK © Wer Skidding Protection Scientifically Correct combined with the heaviest construction gives the Federal Rugged Tread Tire a value far greater than its selling price. You cannot buy more safety at any price, and the ordinary non-skid treads that sell for less than Rugged give less. FEDERAL RUGGED TREAD is double thick, and gives extra service. The large round projections, set in parallel rows, are scientifically correct skidding protection. No matter in what direction the wheel tends to slip, the same required number of big thick studs are on the job to stop it—gripping the road tenaciously. Double-Cable-Base The exclusive Federal Double-CableBase construction does away with rim cutting, side-wall blowouts just above the rim, tube pinching and the danger of a tire slipping offits rim. Use Federal Tires and get extra service without extra cost. Made in straight wall and quick detachable clincher styles. Plain and Rugged Treads. FEDERAL RUBBER MFG. CO. MILWAUKEE, WIS. Branches, Distributors and Service Stations in all Principal Cities. Dealers Everywhere. Federal Pure Para Inner Tubes are Heavy, Seamless and ALWAYS FLAWLESS comicbooks.com