Life — September 10, 1914 — page 6: what you’re looking at

What you’re looking at

# Analysis This is **not a political cartoon or satire page**—it's a straightforward advertisement for "Nobby Tread" tires by the United States Tire Company, appearing in Life magazine. The ad uses two tire photographs to argue that buyers should evaluate tires on **total cost of ownership rather than initial price**. It dismisses cheap tires as "jokers"—a play on the phrase "first cost jokers," suggesting bargain-basement pricing is deceptive economy. The advertisement claims Nobby Tread tires offer superior mileage (5,000 miles warranty), fewer punctures (90% fewer than average), and ultimately the "cheapest tire service" despite higher upfront cost. This represents early 20th-century consumer advocacy messaging: buy quality, not price.