Life, 1916-07-13 · page 31 of 40
Life — July 13, 1916 — page 31: what you’re looking at
What you’re looking at
This is primarily a **Goodrich Silvertown Cord Tires advertisement**, not political satire. However, it employs a clever rhetorical strategy by framing tire choice as an economic justice issue. The ad's central argument: inferior tires waste 25% of gasoline (a "tax" levied by circumstance on the uninformed consumer). Silvertown Cord Tires, with only two flexible cord layers versus five-to-seven fabric layers, reduce rolling resistance and fuel consumption by 25%. The satire targets not politicians but **consumer ignorance**—suggesting ordinary drivers unknowingly "pay" a penalty for not investigating tire quality. By calling this waste a "tax," the advertisement appropriates populist language about unfair burdens while actually selling a premium product as the solution. The list of luxury automobile brands (Cunningham, Pierce-Arrow, Stutz) equipped with Silvertowns suggests these tires suit discerning, successful buyers—lending aspirational appeal.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
* Admira- 4 rdts, and aK this Ryth plete 31a new Ryth MPANY New York Remove the “Tire-Tax” on —Gasolene ° VERY time the Gasolene Tank, on your Car, is filled up—think of this: If the Tank holds, say, 20 Gallons, —and the price is 30 cents per Gallon,—reflect that FIVE of these Gallons are consumed, not by the MOTOR,—but by your FABRIC Tire: Of the $6.00 you pay for 20 Gallons, 25%,— (or $1.50), —is practically poured over your Tires, instead of into your Tank,—WASTED! These Five Gallons of Gasolene constitute a sort of ‘““‘TAX,’’ levied by Circumstance, against the Man who does not live up to his Opportuni- ties,—who fails to investigate Silvertown Cord Tire records. If he did investigate these Records,—and Test out Results for himself,—he could verify the following Facts, and PROFIT by them:— * * * TWO Layers. These Two Layers are of giant CORDS, instead of the 5 to7 Layers of Cotton Cloth in Fabric Tires, or of Cotton Threads in other (so-called) ‘‘Cord”’ Tires. TWO Layers of Cords BEND 4 times, to 6 times, more FLEXIBLY, than 5 to 7 Layers of Fabric or Thread rubber-cemented together into a stiff, unyielding ‘‘Muscle-bound’’ Carcass. This wonderful ‘‘Flexibility”’ is what gives such wonderful RESILIENCE,—and such slight Traction-Wave-resistance to Motor-power,—that Silvertown Cord Tires are, through it, enabled to do this:— —Coast down-hill 30% further and faster. —Travel 25% further on each Gallon of Gas. ‘Gio Eves Cord Tires have only GOODRICH C O ° ° —Add 17% more Speed, to same Motor. Ride with 50%, less Vibration. —Be 70% LESS liable to Stone-bruise, Punc- ture, or Blow-out. SILVERTOWNS are the easiest of all Tires to permanently Repair,—the most Luxurious to ride upon,—the most Aristocratic in appearance. You are paying for Silvertowns NOW (with- out getting them),—in your GASOLENE bills! THE B. F. GOODRICH CO., Akron, O. Standard equipment on following Cars: Gasolene Gasolene Gasolene Gasolene Gasolene + + Gasolene OWEN MAGNETIC, Gasolenc PEUGEOT - - - Gasolene PIERCE-ARROW - Gasolene SIMPLEX-CRANE, Gasolene STANLEY (Touring) - Steam STUTZ (Bull-dog) - Gasolene Gasolene WINTON, Model 48, Gasolene AMERICAN - - CUNNINGHAM FRANKLIN LOCOMOBILE - McFARLAN - - - - + - Electric Electric BAKERR.&L.- - - Electric BEARDSLEY + - Electric OHIO Electric WAVERLEY Electric Woops, Electric comicbooks.com