Life, 1919-03-20 · page 2 of 44
Life — March 20, 1919 — page 2: what you’re looking at
What you’re looking at
This is primarily **advertising, not political satire**. The page is a Michelin Tire Company advertisement from Life magazine (Vol. 73, No. 1899, dated May 29, 1919). The ad uses visual humor to promote Michelin Red Inner Tubes. The large question mark and giant Bibendum mascot (Michelin's well-known character) frame a cross-section diagram of an inner tube. The ad's central claim is that Michelin tubes fit tire casings better than competitors' tubes because they're manufactured on ring-shaped mandrels, eliminating fitting problems and increasing durability—all without premium pricing. The tiny human figures at the base provide scale and visual interest, typical of 1919 advertising design. This is straightforward product marketing, not social or political commentary.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
illustrates the superior fit of Michelin Red Inner Tubes as compared with ordinary makes. The tube shown was made by cement- ing together sections of a Michelin Tube and of a tube of another repre- sentative make. This composite tube was then slightly inflated and laid into half a casing, cut longitudinally. Notice that the Michelin Tube (shown on right) fits perfectly, being ring-shaped like the casing itself because it was made on a ring-shaped mandrel. The other tube, like all tubes other than Michelins, does not fit perfectly, because it was made on a straight core and hence is simply a piece of straight tubing, bent to go inside the casing. The fact that Michelin Tubes are formed to fit the casing, practically eliminates pinching when fitting, and makes them more durable. Yet Michelin Tubes—like Michelin Casings—are not high priced. MICHELIN TIRE CO. Milltown, New Jersey