Life, 1918-03-21 · page 43 of 56
Life — March 21, 1918 — page 43: what you’re looking at
What you’re looking at
This is a **straightforward advertisement**, not a cartoon or satire. It's a full-page ad for Federal brand tires, published in *Life* magazine (page 483). The page displays two large tire photographs flanking central text describing Federal's "Double-Cable-Base" technology. The ad emphasizes that Federal tires resist wear on both road and rim due to internal cable construction that prevents the tire from shifting on the wheel, pinching inner tubes, or blowing off the rim. The Federal Rubber Company of Illinois (based in Cudahy, Wisconsin) manufactures automobile, motorcycle, and bicycle tires, plus related rubber products. **For modern readers:** This reflects early automotive advertising's focus on tire durability and safety—concerns that remain relevant today, though tire technology has advanced considerably. The technical claims about cable construction were presented as cutting-edge innovations at the time.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Here is the secret! Federal tires resist road- punishment much longer be- cause of the absence of in- ternal enemies. If you have overlooked the vital fact that a tire wears out on the inside as much as on the outside then this will save you money. It will if you take advan- tage of these exclusive Fed- eral superiorities. Four unstretchable cables firmly anchor the Federal tire to the rim. No other tire has this modern improvement! “LIFE * Resist Wear of Both Road and Rim So securely does the Fed- eral hold its place that the hardest use cannot make it shift. Any tire can be put on correctly —but the Federal remains permanently correct throughout its long life, be- cause of its Double-Cable- Base. This prevents the toe of the bead from ever pinching the inner tube. _It also prevents rim cut- ting. And it absolutely insures the tire can never blow off the rim. EDERA DOUBLE CABLE BASE Ti RES Coincident with these ad- vantages is another —the flexible filler in which the four twisted steel cables are imbedded yields with every motion of the tire. This relieves the side walls from excess strain so that they do not break. Let the Federal dealer show you two perfected non-skid tires, with our exclusive Double-Cable-Base, Rugged Tread (white) and Traffik Tread (black) —they give more mileage —longer life —less trouble. Also, our Cord tire (black) with double-Cable-Base and non-skid tread. The Federal Rubber Company of Illinois Factories, Cudahy, Wisconsin Manufacturers of Federal Automobile Tires, Tubes and Sundries, Motorcycle, Bicycle and C. Tires, Rubber Heels, Fibre Soles, Horse Shoe Pads, Rubber Matting and Mechanical Rubber comicbooks.com