Life, 1915-06-10 · page 35 of 48
Life — June 10, 1915 — page 35: what you’re looking at
What you’re looking at
This is a **tire advertisement**, not a political cartoon. It promotes "Nobby Tread" tires made by the United States Tire Company. The page uses two tire photographs to visually demonstrate the product's tread pattern. The advertisement's main argument is economic: tire value should be measured by cost-per-mile of actual wear, not initial purchase price. It claims "Nobby Tread" tires deliver superior mileage and durability, with 90% fewer punctures than competitors. The ad targets "serious automobile owners" as a rational consumer base who understand "business basis" purchasing—a marketing strategy emphasizing reliability and long-term savings. The emphasis on "anti-skid" protection reflects early automotive safety concerns. The U.S. Rubber Company seal at bottom suggests official endorsement, adding credibility. This represents typical early 20th-century product advertising focused on durability claims and consumer education rather than modern marketing approaches.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
SEE Nobby Reg U. S. Pat. Office Cheapest Tire Service Your tires cost you just exactly what they cost you per mile of wear. The first cost of a tire is a reliable guide only when it adds up enough real mileage wear in the end. Find out the exact cost of your tire service, and then you will know the truth about real tire economy. Today the majority of serious automobile owners understand this—that is why they are buying “Nobby Treads’—that is why “Nobby Treads” are called Business Basis Tires And remember this—investigations prove that with “Nobby Tread” Tires punctures are 90% less than with the average tire. Today “Nobby Tread” Tires are the largest selling high-grade anti-skid tires in the world. Based upon their remarkable mileage records “Nobby Tread” Tires are now sold under our regular warranty—perfect workmanship and material—BUT any adjustments Thousands upon thousands of veteran motorists now use “Nobby Tread” Tires on their front and rear wheels through all seasons, because they give real anti-skid protection and the lowest cost per mile. — United States Tire Company NOTE THIS:—Dealers who sell UNITED STATES TIRES sell the best of everything. a col