Life, 1919-07-17 · page 2 of 40
Life — July 17, 1919 — page 2: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not a political cartoon. It promotes Michelin Tires by displaying their famous logo—a circular seal reading "Casing Michelin Tubes." The ad targets touring motorists, referencing WWI ("Over There") and colonial travel to England, France, Italy, South America, Africa, Australia, Japan, and China. The Michelin Man mascot appears alongside a vintage racing car. The pitch emphasizes brand recognition: the Michelin sign is "world-known," seen globally by travelers. The text promises "high quality tires, moderate prices and fair treatment," positioning Michelin as a reliable, internationally trusted brand. The company's address is listed as Milltown, New Jersey, with Canadian and Montreal offices noted—standard early 20th-century tire industry advertising.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Pateent as Second Class Matter June 8 188% at the Post Ofce = ene Mee & att of March 3d. ben Entered at Second Cikas a ‘Coorriatt in Eg Itemember | this sign when Touring If you were “Over There”, or if before the war you were touring in England or France or Italy or South America or South Africa or Australia or Japan or China or Siam or anywhere else, you will remember seeing the world-known Michelin Sign. Here at home, as in other parts of the earth, this sign is displayed by reputable dealers everywhere. It stands today, as it has always stood, for high quality tires, moderate prices and fair treatment. Remember these facts, especially when touring. MICHELIN TIRE CO., Milltown, N. J. Michelin Tire Ca, of Canada, Limited 782 St. Catherine Street, W., Montreal Dealers in all parts of the world comicbooks. Son