Life — July 5, 1917 — page 3: what you’re looking at

What you’re looking at

# Analysis 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.