Life, 1918-05-30 · page 6 of 36
Life — May 30, 1918 — page 6: what you’re looking at
What you’re looking at
This is primarily a **safety advertisement** rather than political satire. The American Chain Company uses a dramatic accident scene to promote tire chains for wet weather driving. The illustration depicts an **automobile accident**: a car has skidded on wet pavement, hitting a pedestrian. The dark, shadowy rendering emphasizes the tragedy. Bystanders and what appears to be an ambulance are present. The advertisement's message is straightforward: motorists who fail to install tire chains on slippery roads bear responsibility for accidents and injuries. The text warns that "being prepared" means putting chains on tires "at the first drop of rain." This reflects **early 20th-century automobile safety concerns**, when tire chains were essential winter equipment and traffic deaths were rising. The ad uses guilt and social responsibility as persuasion tactics.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
~and the Weed Chains | il In the Tool Box «/#e ime Another Nasty Skid—Another Smashed-up Car— Another Call for the Ambulance. Will Motorists never learn to take warning from the experiences of others? A chainless car on a slippery pavement is an uncertain car. You know this as well as we do, and are expected to be prepared. Being prepared doesn't merely mean carrying tire chains in your tool box— what earthly good can they do there? When It’s Wet or Slippery Tire Chains Belong On the Tires You shouldn't hesitate a moment in hauling them out of the tool box at the first drop of rain. Use Precaution as well as Caution. You are to blame if your car skids. You are responsible if it swings into a pedestrian. For Safety’s Sake Put Chains on Your Tires AMERICAN CHAIN COMPANY, Inc. Bridgeport \/ Connecticut In Canada: Dominion Chain Company, Limited, Niagara Falls, Ontario Largest Chain Manufacturers in the World The Complete Chain Line—Ali Types, Alt Sizes, All Finishes—From Plambers’ Safety Chain to Ships’ Anchor Chain. comicbooks gram