Life — November 8, 1917 — page 2: what you’re looking at

What you’re looking at

# Fisk Non-Skid Tires Advertisement 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.