Life — June 20, 1918 — page 2: what you’re looking at

What you’re looking at

# Analysis This is primarily a **Michelin Tire advertisement**, not political satire. The page features the famous "Michelin Man" (Bibendum) character—the rotund, tire-bodied mascot recognizable by his segmented appearance. The advertisement's central message plays on **price versus quality**: Michelin tires are claimed to be simultaneously superior in durability *and* moderately priced compared to competitors. The cartoon shows a customer (left) apparently surprised or pleased by the pricing proposition offered by the Michelin Man (center), who gestures toward stacked tires. The visual joke relies on the Michelin Man's distinctive appearance itself—his tire-constructed body literally embodies the product being sold. This is straightforward commercial messaging rather than political or social commentary.