Life, 1919-07-03 · page 9 of 52
Life — July 3, 1919 — page 9: what you’re looking at
What you’re looking at
This is an **advertisement for Michelin tires**, not satire or political commentary. The page promotes pneumatic tire resilience through visual demonstration. The central imagery features the **Michelin Man** (a character made of stacked tire rings) in three photographs alongside actual tires. The accompanying captions demonstrate how Michelin tires absorb shocks from road obstacles—specifically, the mascot is shown: 1. Before passing over a stone 2. Absorbing shock while passing over it 3. After passing, with the tire remaining intact The ad emphasizes that Michelin tires' superior resilience extends vehicle and tire life while improving passenger comfort. The text contrasts this with under-inflated tires, positioning Michelin as the premium choice. This is straightforward product marketing rather than satirical content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Icesiliency The primary purpose of pneumatic tires is to absorb the shocks which every uneven- ness in the road otherwise imparts to the car. It is therefore important for you to know that tests prove Michelin Universals to be unsurpassed for resiliency. This super-resiliency adds to the life of the car and to the comfort of motoring. It also prolongs the life of tires, for there is less strain on both tread and body of tires, if like Michelins they absorb obstacles instead of lifting the car and passengers over road-obstructions. As a test try Michelins on the rear wheels of your car and be convinced of their su- perior resiliency and economy, MICHELIN TIRE COMPANY, MILLTOWN, NEW JERSEY Canadian Headquarters: Michelin Tire Co. of Canada, Limited, 782 St. Catherine Street, W., Montreal Michelin Universal, perfectly Michelin Universal, sbeorbiag Midian atversal again perfectly Many tires are resilient when under-inflated, but underinflation is ruinous. Michelin on the other hand, are super-resilient esas tohen aetod tn’ tha correct peesouve'o,cuoure' ha! langust Gre) a ee cae ioe ga gehen of the onime tre tntlated to the same pressure in all three cases. An enlargement of central photograph is reproduced on the opposite page. XUM . comicbooks.com