Life, 1916-02-24 · page 46 of 48
Life — February 24, 1916 — page 46: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not a cartoon or satire. It promotes United States Tire Company's "Nobby Tread" automobile tires. The ad uses an aspirational marketing approach common to the era, comparing tire quality to social prestige. It claims that just as prestigious people succeed through superior performance, Nobby tires have earned their reputation through better mileage, skid resistance, and puncture protection. The phrase "Aristocrats of the Road" appeals to consumers' desires for status and quality. The tire shown is illustrated prominently as a product shot. The ad lists the company's tire brands: Nobby, Usco, Chain, Royal Cord, and Plain—described as "individualized tires," suggesting options for different consumer needs and budgets. This reflects early 20th-century automobile culture when tire quality significantly affected driving safety and cost.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ins Prestige _ People of prestige have won by performance—by doing their work better than anyone else. ‘Nobby’ Tread Tires have won their prestige by exactly similar means. They have earned their supremacy by giving mul- tiplied mileage, increased protection against skidding, and greater freedom from puncture. They stand alone in tiredom—‘‘ The Aristocrats of the Road.”’ Adjusted on a basis of 5,000 miles. United States Tire Company ‘Nobby’ ‘Usco’ ‘Chain’ ‘Royal Cord’ ‘Plain’ “INDIVIDUALIZED TIRES’’ Performance PETER J. CAREY, PRINTER comicbooks.com