Life, 1917-03-08 · page 6 of 42
Life — March 8, 1917 — page 6: what you’re looking at
What you’re looking at
This is primarily a **safety advertisement**, not political satire. The American Chain Company uses dramatic imagery to warn against "slip-shod drivers"—those who remove tire chains in winter conditions, creating hazards for others. The illustration shows a menacing figure (representing reckless drivers) looming over a row of cars, with jagged threatening shapes suggesting danger. The ad appeals to public opinion and "the condemning light" of social judgment to pressure negligent drivers into safe practices. The message targets specific unsafe behaviors: not using chains on wet/slippery roads, improper signaling, excessive speed, and neglecting vehicle maintenance. Rather than satire, this uses moral shame and fear as motivational tactics—common advertising strategies of the era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Us Focus the Condenining Light of Public Opinion on THE SLIP-SHOD DRIVER—The Greatest Enemy of Motoring The slip-shod driver is one who leaves tire chains in the locker when careful drivers put them on their wheels. Driving with chainless tires over wet-slippery-skiddy streets he gambles with the lives and property of everyone in his path. Only two things can reach the slip-shod driver—fear Concentrate your light of condemnation on every driver of the law and the mightier power of public opinion. who cuts corners; who does not signal So, we ask you to help us arouse and concentrate a or turning; who docs not give a waming signal of his public opinion that will compel the s/Pshod_ driver approach ; who exceeds a safe speed limit; who does not to use intelligence and judgment that will safeguard inspect his brakes and steering gear; and who does not all of us against all preventable stop to put on tire chains at the first accidents. indication of wet-slippery-skiddy streets. when stopping Help Us Insure Motoring Safety for Everyone AMERICAN CHAIN COMPANY, Incorporated SOLE MANUFACTURERS OF WEED CHAINS Bridgeport, Connecticut In Canada: Dominion Chain Company, Ltd., Niagara Falls, Ontario. The above advertisement was suggested by a car owner who has the best interests of motoring at heart. Please show it to all slip-shod drivers you meet and ast them to spread its doctrines to others in their class. Help forge an endless chain campaign to insure motoring safety for everyone. comicbooks.com