Life — August 16, 1917 — page 2: what you’re looking at

What you’re looking at

# Michelin Tire Advertisement as Satirical Verse This is a Michelin Tire Company advertisement disguised as humorous verse. The cartoon shows "Little Jack Horner" (a nursery rhyme reference) at a tire shop, seeking economical advice. The satire targets budget-conscious consumers: Jack initially seeks the cheapest tire but is educated by the dealer that Michelin offers superior value. The figures—the rotund Michelin Man (left), a well-dressed dealer (center), and a customer (right)—frame an economic lesson wrapped in playful doggerel. The joke hinges on conventional consumer wisdom: people often equate "low price" with smart purchasing, but the ad argues quality justifies cost. The Michelin Man's iconic mascot presence reinforces brand identity while the verse form makes the sales pitch feel entertaining rather than purely commercial—a common advertising strategy of the era.