Life, 1918-02-14 · page 31 of 40
Life — February 14, 1918 — page 31: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not a cartoon or satirical content. It promotes Republic Tires' "Staggard Tread" tire, emphasizing its superior winter traction. The ad claims the Staggard Tread was the **first effective non-skid tire**, patented in 1908 by Republic Rubber Corporation of Youngstown, Ohio. It targets winter driving dangers—slippery snow and slush causing side-skids—positioning the tire as a scientific solution offering "maximum grip with minimum friction." The page features two tire illustrations showing the distinctive tread pattern. The messaging repeatedly asserts superiority ("no other tread...gives similar security"), a common early-20th-century advertising strategy. There is **no political satire or joke** here—it's straightforward product promotion typical of Life magazine's advertising content during this period.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Winter Emphasizes Staggard Superiority The original and peculiar construction of the Staggard Tread gives extra security at all seasons. At no time does it assert itself so decisively as } in the winter months. Users of Staggard Treads are especially im- mune from the side-skid of slippery snows and treacherous slush that so frequen‘ly makes winter driving dangerous. No other tread is so scientifically Evilt to hold the road. The Staggard Tread is the scientific solu- tion of the non-skid problem. It was patented (Sept. 15-22, 1908) by The Republic Rubber Corporation as the first effective rubber non-skid tire. It gives maximum non-skid with minimum friction. There is literally no other tread on the market that gives similar security in winter driving. i Republic Black-Line Red Inner Tubes have a reputation for freedom from trouble The Republic Rubber Corporation Youngstown, Ohio Originator of the First Effective Rubber Non-Skid Tire Republic Staggard Tread Republic StAGGARD Par 30R 13-22-1908 Tread Maximum Grip with Minimum Friction FPUBLIC TIR 271 comicbooks.com