Life — March 21, 1918 — page 7: what you’re looking at

What you’re looking at

# Michelin Tire Advertisement 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.