Life, 1919-07-03 · page 2 of 52
Life — July 3, 1919 — page 2: what you’re looking at
What you’re looking at
This is primarily a **United States Tires advertisement**, not satire or political commentary. The page promotes "Royal Cord" brand tires by explaining their construction. The ad uses an architectural metaphor: just as a skyscraper's strength comes from its inner steel frame (visible in the top photograph), tire quality depends on hidden internal structure, not just the visible rubber surface. The text emphasizes that Royal Cord tires have superior "inner methods"—reinforced "sinews" and "core"—making them more durable and providing better handling. The large illustration shows the tire's internal cross-section with visible reinforcement patterns. This was typical early-20th-century advertising, using technical explanation and metaphor to justify premium pricing for a consumer product.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Might of Inner Force ’ Your skyscraper presents a bold front of brick or stone Very strong and sturdy itseems! Yet, beneath the surfac¢ is the real source of strength, its great steel inner structure, Your tire is ‘‘surfaced’’ with rubber, a very brave ex. terior. Outwardly, it seems strong enough to resist the grind. But,—to becertain, you must get the “‘inside story”, Surface indications mean little, because all tires are covered with the same substance—rubber. Look to the “innards”’ for superiority. The power of the ‘Royal Cord’ is enforced by “‘inner" methods. By steeling the ‘‘sinews’—by hardening the “theart’’—by strengthening the ‘‘core’’. This ‘‘inside’”” work makes for ruggedness and resist- . ance. This is why the ‘RoyaJ Cord’ wears and wears,— United States Tires why it defies shocks and strains. are Good Tires This is the reason for its liveliness and resiliency—why it makes smoother riding and easier steering. The ‘Royal Cord’ doesn’t ‘fight the road!”’ ‘Royal Cord’ Se comicbooks.c@mil