Life, 1915-12-30 · page 6 of 41
Life — December 30, 1915 — page 6: what you’re looking at
What you’re looking at
This is primarily **product advertising**, not political satire. It's a Weed Anti-Skid Chains advertisement from *Life* magazine (page 1266). The image shows a distressed driver's face in profile, illustrating the psychological anxiety of losing traction on icy roads. The ad's appeal is emotional rather than humorous—it emphasizes the "feeling of utter helplessness" when a car skids. The text argues that anti-skid chains are "the only real safeguard against skidding" and criticizes drivers who procrastinate installing them until conditions become dangerous. The ad positions chains as essential winter safety equipment. This reflects early automotive safety concerns and the practical challenges of winter driving before modern tire technology. The manufacturer is American Chain Company of Bridgeport, Connecticut.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
When you feel yourself going HEN you feel your car skid—that feeling of utter helplessness with its attendant fear of disastrous consequences—it will be too late to do anything, except pray. No amount of human skill will then avert a crash against the curb, a nearby vehicle, or, worse yet, the innocent bystander. But you don’t have to suffer that terrible “‘feeling of utter helplessness”. Appreciate now that the only thing to do is to use the dependable preventative—Anti-Skid Chains Weed bntiskia Chains The Only Real Safeguard Against Skidding “Safety First’’ means taking pre- cautions rather than depending entirely on skillful driving, and experience teaches that Weed Chains are an absolute necessity for the expert as well as for the novice. Procrastination is answerable for most of the skidding accidents. When a motorist is afflicted with this disease he usually says: “I'll wait until ‘tomorrow’ before buying Weed Chains”; or if his car’s equip- American Chain Compan: Sole Manufact 2 of feed Anti ment includes Chains, he doesn’t think of using them until he “feels a skid”, and then, as we said before, it’s too late to do anything, except pray. Don’t suffer that agonizing anticipation of “feeling a skid” with its attendant fear of disas- trous consequences. Enjoy that “safe feeling’. Take the necessary “stitch in e’’—put Weed Chains ‘on all four tires at the first indication of slippery going. 7 Inc,, | Bridgeport, Conn. id Chait Also Manufacturers of Tire Chains especially constructed Chains, De Solid Truck Tires—Motorcycle ins, Dobbins Bl Masufactered for Canada by Dominion Chain Compeay, Limited, - - -