Life — June 19, 1919 — page 2: what you’re looking at

What you’re looking at

# Analysis This is primarily a **Michelin tire advertisement**, not editorial content. It warns motorists against counterfeit inner tubes flooding the market. The ad features Bibendum, Michelin's famous mascot (the round, puffy character made of tire rings), standing atop a Michelin inner tube box. **The pitch**: Unscrupulous competitors were selling fake tubes in boxes designed to mimic authentic Michelin packaging—fooling buyers through appearance alone. The warning advises consumers to carefully inspect boxes for proper sealing and verify they're purchasing genuine Michelin products. The address given is Michelin Tire Co. in Milltown, New Jersey. This reflects early 20th-century concerns about product counterfeiting and consumer protection during an era before modern packaging regulations and authentication methods existed.