Life, 1917-10-04 · page 2 of 44
Life — October 4, 1917 — page 2: what you’re looking at
What you’re looking at
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.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
1 Class Ma Suter, Vepariment, Canada aia Hoawessivns. EEE Si | pprrn py i> Non-Skid on All Roads in All Seasons 'S the tread! The rains of autumn are just ahead and the snows of winter are not far off—the period of the year when your safety and peace of mind must be assured by tires that actually prevent side slipping. Fisk Non-Skid Tires give this surety on all roads. They hold fast on hard, wet, slippery surfaces, and take a firm grip for the pull ahead on softer roadbeds. They are the ideal all-year-round tire. Examine this illustration The basic principle of Fisk Non-Skid protection is perfectly simple. When you understand it you will realize why Fisk Non-Skid Tires are the only auto tires that furnish such complete protection. ad - * - * - wie bvle ? FIST ATS 41 es Fig. 1 1s the outside rib that makes an uninter. soft ground ever so much more positive and certain rupted counter agoinst direct side slipping or skid- —Pig. 4 has these identical qualities, but from the ding—Fig. 5 is the same protection on the other opposite directions. side of the tread, Fig. 3 is the master button around which the Fisk Fig. 2 is the outside row of buttons, connected — Non-Skid tread is constructed. It supplies resistance bya'second rib of solid rubber. The buitors,which _againat slipping in any direction—no matter are aight higher than the connecting vb, offer way there i a tendency to akid there 14 aious a Berfect esatance agcinst skidding ond, because flat resisting surface to, prevent that skidding and sip the road s0 firmly, moke the pull forward in to assist the sure forward movement of the wheel. When you buy a Fisk Non-Skid you are getting more than temporary anti- skid protection. The buttons wear—they preserve the non-skid character of the tire through month after month of usage. ere an extraordinary amount of mileage in the buttons alone, and throughout their entire long life you have the perfect protection which makes Fisk the safest non-skid tire you can bu: The Company behind the tire, its ity and eagerness to make the best product it knows how to build, the Fisk policy of insisting that users shall have full satisfaction and the product itself which embodies and justifies the policy —these explain why Fisk is the best dollar-for-dollar tire value now for the otorist. ™ For Sale by Dealers Everywhere and by 130 direct Fisk Branche: i ities. ributors in Texas, The Fisk Ce iny of Texas—Houston, ic In Canada, James ware Co., Montreal; Breen Motor Co., Ltd., Winnipeg: Fisk Tire ‘y, Calgary; John Millen & Son, Ltd., Vancouver: and Dominion Automo! Company, Ltd., Toronto. In Porto Rico, The Fisk Tire Store, San Juen. | In Haw: E, 0. hall & Son, Honolulu. In the Philippines, Yangco, Rosenstock & Co., Ince, Manila. In Cuba, Caba Importation Company, Havana. z z » ERLE LEE S mex comichookgeea