Life, 1919-08-14 · page 2 of 44
Life — August 14, 1919 — page 2: what you’re looking at
What you’re looking at
This is primarily a **United States Tires advertisement** for "Royal Cord" branded tires, appearing in *Life* magazine. The illustration shows a beach scene with a broken-down car surrounded by well-dressed onlookers, establishing a narrative about tire failure. The ad's satire is subtle: it mocks motorists who make excuses for mechanical problems rather than investing in quality tires. The copy emphasizes that Royal Cords are "brave-hearted tires" built for durability, contrasting them implicitly with cheaper alternatives that fail. The beach setting and fashionable spectators suggest this targets middle-class car owners concerned with maintaining appearances—the broken vehicle becomes embarrassing social evidence of poor purchasing decisions. The message: good tires are practical investments, not frivolous expenses.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
HAT you want from your tires is com- fort—mileage—service. You don’t want excuses or alibis. Better shoe your car with ‘Royal Cords’, They are brave-hearted tires—fond of heavy going—built for hard wear and long service. They are an investment—not an adventure. Tens of thousands of experienced motorists know that ‘Royal Cords’ pay extra dividends in value received. United States Tires are Good Tires ‘Royal Cord’ One of the five comicbooks.com