Life, 1917-11-08 · page 2 of 40
Life — November 8, 1917 — page 2: what you’re looking at
What you’re looking at
This page is primarily a **commercial advertisement**, not political satire. It promotes Fisk Non-Skid tires for winter driving safety, emphasizing their button-tread design that provides "direct planes of resistance against slipping—in all directions." The small illustration at bottom left shows the Fisk company mascot—a cherubic sleeping child—with the caption "Time to Retire?" (a pun on the Fisk brand). This mascot was the company's standard trademark from the early 1900s onward. The advertisement targets drivers concerned about winter road hazards, claiming Fisk tires offer superior safety and value compared to competitors. The page reflects early-20th-century automotive culture when tire quality significantly affected vehicle performance in harsh weather.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Indispensable For Real Comfort and Safety In Winter Driving A firm, sure grip of the roadbed for the pull ahead. Real protection against skidding and side slipping. Safety, peace of mind. comfort in driv- ing—and dollar-for-dollar value and mileage— That’s a Fisk Non-Skid! There isn't anything mysterious about Fisk Non-Skid properties. The reasons are apparent. The very nature of the button tread makes direct planes of resistance against slipping— in all directions. Fisk Non-Skids are the only tires which furnish this complete protection — they are the safest all-year tires you can possibly buy. Go into the winter with a complete equipment of FIS Non-Skids Sold by dealers everywhere—including Canada, Cuba, The Philippines, South America, Australia— Everywhere