Life — September 19, 1918 — page 2: what you’re looking at

What you’re looking at

# Michelin Tire Advertisement Analysis This is a **straightforward Michelin tire advertisement**, not political satire. The page promotes Michelin Universal tires for automobiles, addressing a practical automotive concern of the era. The ad explains that some tire makers recommend non-skid rear tires and smooth "driving" tires for front wheels because non-skid projections make steering difficult. Michelin counters this by touting their Universal tire's broad, flat tread as a solution that steers easily while providing protection against both front and rear skids. The illustration shows an open-air touring car with two figures (driver and passenger) from the early 20th century. The ad emphasizes Michelin tires' durability and "unsurpassed" quality at moderate price. The company was based in Milltown, New Jersey.