Life, 1917-08-16 · page 2 of 40
Life — August 16, 1917 — page 2: what you’re looking at
What you’re looking at
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.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Dollars. Single Copies, Ten Cents. Latered as Secom! Clase Matter at the Post Office Department, Canada. Price in Eagland, Sixpence. ‘Copyright (a Englasd aad the Uritish Possessiogs. LIN: PLACRAELE perth Clan, Shy, Litle Jack Horner went to the corner “T've learned, don’t you see, real e-con-o-my, To buy for himself a tire. And I stick, through thick and thin, Quoth he, “ I am wise to these motoring guys ; To the tire I've found to be best all around, T'll get me just what I desire.” And that is the MICH-EL-IN. But just as a feeler, said he ito the dealer: “What tire do you advis And thinking it sly, the dealer said, “ Why— This tire’s the best of all buys.” “T's not high in price, it saves a good slice, Of what you must otherwise pay, Yet its Quality’s high, the best you can buy, So sell me one now, right away.” — ee But Jack only sighed, and then he replied: er Tis hardly the tire for me; pasate e ae ee une Tire Users’ Se pghiisen It's costly as sin, while my pocketbook’s thin, {2mlete tert book telling how to get the greatest ‘ service out of your tires, regardless of their make. I can’t pay you any such fee. Sent free on request—no obligation of any kind, MICHELIN TIRE COMPANY, MILLTOWN, N. J. a |