Life — October 4, 1917 — page 2: what you’re looking at

What you’re looking at

# Fisk Tires Advertisement This is **not a cartoon or satire** — it's a straightforward tire advertisement from *Life* magazine. The page promotes Fisk Non-Skid Tires, emphasizing their safety benefits on various road conditions (brick, snow, mud, asphalt, macadam). The advertisement uses cross-sectional diagrams of tire treads to explain the mechanical principle behind the non-skid design. The illustrations on the left show how the tire performs across different surfaces, while the text argues that Fisk tires provide superior grip and prevent skidding year-round. This appears to be early-to-mid 20th century automotive advertising, when tire safety was a developing concern and manufacturers competed on technical innovation rather than brand prestige.