Life, 1918-03-28 · page 33 of 40
Life — March 28, 1918 — page 33: what you’re looking at
What you’re looking at
This is primarily a **United States Tires advertisement**, not satire or political commentary. The page promotes tire conservation during what appears to be **wartime or national emergency** (references to "urgent duties" and "business footing" suggest WWI era). The ad urges Americans to practice thrift by: - Saving gasoline and oil - Maintaining vehicles properly - Maximizing tire mileage The bottom illustration shows various vehicles (cars, trucks, possibly commercial vehicles) representing diverse American motorists who should follow these conservation principles. **Key context for modern readers**: This reflects an era when Americans were expected to voluntarily ration resources for national purposes, and corporations positioned themselves as patriotic by promoting efficiency rather than consumption. The tone assumes car ownership was widespread and that motorists would embrace wartime sacrifice. The "five treads" marketing point and emphasis on quality are standard advertising claims, not satire.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
| sl " i) i i ei om a Make the Most of Your Car It is precisely in these days of urgent duties that your car— pas- senger or commercial —is most valuable to you. Straight thinking Americans are using their cars to the limit. But they are putting their motoring on a business footing. Exercise thrift! Save gasoline. Keep your cylin- ders clean. Don’t let your motor run while your car is standing. Look to your carburetor adjust- Save oil. Use enough— but not too much. Guard zealously against waste. Save tires. Get more miles for your money — the extra miles that hundreds of thousands of thrifty motorists are finding in United States Tires. You have your choice of five treads, one for every motoring need. —and all of the unusually high quality that has sent the sale of United States Tires bounding ahead in tremendous strides. Also Tires for Motor Trucks, Motorcycles, Bicycles and Aéroplanes United States Tubes and Tire Accessories Have All the Sterling Worth and Wear that Make United States Tires Supreme comicbooks.com