Life, 1917-06-28 · page 2 of 39
Life — June 28, 1917 — page 2: what you’re looking at
What you’re looking at
This is primarily a **Fisk Tire advertisement**, not political satire. The page promotes Fisk Non-Skid tires as superior value. The two illustrated figures in business suits appear to be generic "modern businessmen" rather than specific political figures or caricatures. They're positioned as representatives of the target consumer—professionals who should upgrade their vehicle equipment to Fisk tires. The advertisement's central claim—"when you pay more with Fisk prices you pay for something that does not exist"—uses paradoxical language meant as a compliment, suggesting Fisk's superior quality justifies its price premium. The tire image demonstrates the product itself. This is straightforward commercial messaging typical of early 20th-century magazine advertising, not political commentary or satire requiring historical context to interpret.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Pubtished every Thursday. Annsal Satecription Five Dollars. Single Copies, Ten Cents. Price in Engluad, Supence Start Now-Make Your Equipment Put a FISK Non-Skid on Your Spare Rim IHAT is the way many thousands of today’s most enthusiastic Fisk users had the truth brought home to them that Fisk Tires are the greatest dollar-for-dollar value on the market. Once you have discovered for yourself there is such a difference in tire values, you will never be satisfied with other than complete Fisk equipment. Renew With FISK Non-Skids HE first time that any of your present tire equipment needs replacement, RENEW WITH FISK. Look into this tire question, compare Fisk quality with other tire quality—Fisk prices with other prices, When you have four Fisk Tires on your car you will have started on the road to complete tire satisfaction. Sooner or later you will learn that ‘‘when you pay more than Fisk prices you pay for something that does not exist’’ Made in three styles — Grey Non- Skid; Black Non-Skid; and the hand- some RED TOP, tire de Luxe. Sold by dealers throughout the United States and Canada and in more than 125 direct Fisk Branches in principal trade centers. Fisk Tubes bought NOW will give you better tire satisfaction and lower up- keep costs for the balance of the season. Fisk Tire Service FREE to all car owners —in leading motor centers throughout the United States.