Life — February 8, 1917 — page 2: what you’re looking at

What you’re looking at

# United States Tires Advertisement This is primarily a **commercial advertisement**, not political satire. The full-page ad for United States Tires depicts five giant tires looming over a New York City skyline, labeled with different product lines: "Nobby Tread," "Chain Tread," "Royal Cord," "Usco Tread," and "Plain Tread." The ad's headline proclaims United States Tires as "Leaders"—comparing them to how New York leads America's great cities. The copy argues that the tire company's dominance in rubber manufacturing justifies consumer trust. This represents typical early-20th-century advertising strategy: using civic pride and scale-comparison imagery to establish brand authority and market leadership. The surreal giant tires emphasize product variety and superiority rather than delivering satirical commentary.