Life, 1917-05-17 · page 2 of 35
Life — May 17, 1917 — page 2: what you’re looking at
What you’re looking at
This is a Michelin tire advertisement, not political satire. It promotes Michelin's inner tubes through humorous verse and illustration. The ad's joke: Michelin tubes are "square because [they're] round"—a paradox explained by the tube's superior roundness and flexibility. The copy contrasts Michelin's rounded design with competitors' flat tubes that wrinkle and pinch when deflated. The illustration shows a motorist struggling with an oversized curved tube above his car, while the Michelin Man (the company's mascot, visible on the right) appears amused. The exaggerated size humorously demonstrates the tube's superior design. The verse playfully explains why Michelin's red-colored tube is superior: it maintains its round shape, prevents pinching, and resists damage—key selling points for early automotive tire tubes.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
~TPiblhed every Tharsthy, Annual Subscription ak = 4 "ag Second Class Mat Matter, ve Da a, Ten Ce : ie fo Vii Department, Canad Hee in Botan Spence Copyright ja Boglasd end the "Bead Posse It’s Square Because It’s Round Come listen, Mister Motorist, A curious fact I’ve found About a well-known inner tube: “It's square because it’s round.” I mean it’s fair and square—that’s where The paradox comes in; This rounded tube referred to, is The famous MICH-EL-IN. All other tubes, as you've observed, Are made quite ight and flat; Just hold one up, deflated, and You'll certainly see that. Then take a MICHELIN, and note It's really round all ‘round; It fits the casing like a glove, No pinch or stretch is found. Nor will it wrinkle, pucker, chafe, Like straight-made tubes all wust; There is no strain on any side To cause a sudden “ bust.” This tube is red because it’s red— (Not doctored with a dye)— Already red—and round—and right— The tube for you to buy! Send, fora cory of the Tire Users’ Joka complete text book how to get the greatest ser: i of your tires, regardless of their make.” Sent free on request — no obligation of any kind. MICHELIN TIRE CO. Milltown, New Jersey P Ondinary Tube oa LeftBichelin Curved Tube ca Right a | comicbooks.com