Life, 1917-07-05 · page 3 of 40
Life — July 5, 1917 — page 3: what you’re looking at
What you’re looking at
This is a Michelin Tire advertisement disguised as humorous editorial content. The poem tells of a man named Fryer seeking the best tire, who tests multiple brands and selects Michelin as "the best in the bunch / For a wise, economical gent" because it weighs more (contains more rubber) yet costs less. The cartoon depicts a whimsical figure (possibly representing Fryer) being held aloft by a large Michelin tire man, surrounded by concentric tire rings. The visual joke plays on Michelin's famous mascot—the rotund "Bibendum" character made of stacked tires. The advertisement's logic emphasizes weight-to-price value: more rubber equals durability and better economics, making Michelin superior to competitors. This is early-20th-century marketing using satirical verse and cartoon appeal to promote consumer purchasing decisions.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Who wanted a new non-skid tire. He wanted the best, So he gave each this test (As Fryer was some tire-buyer) : Said he to the dealer: “ Let's weigh it, For after that’s done say it Contains so much more (Or less) rubber for The price—as the buyer must pay it.” When seven good makes he'd inspected, The heaviest one he selected : The MICHELIN tire Vas very much higher In weight—as he should have expected. y below arguient. t’s-a hunch st in the buneh gent.” sere ol Ns H a 2 MICHELIN TIRE CO. Milltown, New Jersey — MICHELIN