Life, 1914-07-16 · page 5 of 40
Life — July 16, 1914 — page 5: what you’re looking at
What you’re looking at
This page is primarily a **Fisk Rubber Company advertisement**, not political satire. The image shows two fashionably dressed women in a convertible automobile, wearing striped clothing and elaborate hairstyles typical of the 1910s-1920s era. The illustration represents leisure and modernity—automobiles were still relatively novel and associated with wealth and style. The advertisement's text emphasizes Fisk Tires' quality, manufacturing standards, and customer service. The small inset shows Fisk's trademark mascot (the "Fisk Boy"), suggesting this ran repeatedly in Life magazine. The "satire" here is gentle: the ad humorously positions tire-purchasing as offering a "square deal" to consumers, invoking Theodore Roosevelt's famous political slogan to sell a consumer product—typical of how 1910s-20s advertising borrowed political rhetoric for commercial purposes.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
What Constitutes A Square Deal to Tire Users? RE is our answerl We build a QUALITY tire. For fifteen years we devoted our experience and our manufacturing facilities exclusively to the making of high-grade casings and tubes. All conditions are uni to the end that mileage may be built into Fisk Tires. When a man purchases a Fisk Tire, he immediately becomes our customer. Wherever he buys and whether he communicates with us direct or through his dealer, he enjoys’the courteous, prompt, fair and efficient treatment which our Specialized Service has developed. We build—we advertise—and we sell in good faith to the man who would buy tires that satisfy, When You Tour The use of a tire of any make to Visk Free Si We ha i the United State. ‘s and in the co-opera which prevails. Send for addresses. THE FISK RUBBER COMPANY Factory and Home Office, Chicopee Falls, Ma: - 18,000 Dealers and Fisk Branches in Principal Cities comicbooks.com