Life, 1918-03-21 · page 7 of 56
Life — March 21, 1918 — page 7: what you’re looking at
What you’re looking at
This is a straightforward **Michelin Tire Company advertisement**, not a political cartoon. The page features an illustration of a Michelin Universal tire with a weight scale indicator showing measurements (24, 32, 40, 48). The advertisement argues that tire **weight correlates with quality and durability**. It claims Michelin Universals weigh 12-15% more than average tires due to superior rubber and fabric, justifying their higher cost by promising extended mileage. The ad addresses consumer skepticism about paying more, positioning extra weight as evidence of quality materials rather than inferior filler compounds. This represents typical early 20th-century advertising strategy: using technical specifications to justify premium pricing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
One of the best ways to judge a tire’is to weigh it, for mileage depends in a large measure on the quantity of quality materials. Of: course, weight might be due to many factors that do not improve quality, such as unnecessary, wire in the beads, or weight-giving compounds. But. once. assured that only quality-giving materials are used, then. “weight is an excellent guide to durability. In selecting tires, therefore, have your dealer weigh the different makes you are considering. Michelin Universals weigh 12 to 15 per cent. mi average, the percentage varying with the size 5 This extra weight, due to extra quality fubber (and no one questions Michelin Quality), means ‘that? a right to expect extra mileage from Michelins. % cost no more than average tires. MICHELIN TIRE COMPANY, Milltown; comicbooks.com