Life, 1920-03-04 · page 2 of 78
Life — March 4, 1920 — page 2: what you’re looking at
What you’re looking at
This is primarily a **commercial advertisement**, not political satire. It features Bibendum, Michelin's famous mascot—a rotund, jolly figure made entirely of stacked tire rings with a smiling face. The ad promotes Michelin's "Double Cords" tire technology, emphasizing "Double Layers of Cords between Double Cushions of Rubber" for enhanced durability and tire service. The imagery shows Bibendum as a benevolent giant overlooking early automobiles and an industrial building, suggesting confidence, strength, and innovation. The visual metaphor is straightforward: Bibendum's own pneumatic, cushioned construction represents the superior engineering now available to car owners. This appeared in *Life* magazine, which regularly featured advertisements alongside satire and commentary.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
MICHELIN -DOUBLE,CORDS Double Layers of Cords between Double Cushions of Rubber mean Double Tire Service Michelin’s Construction, double layers of cords between introduction of the pneumatic auto tire itself, the de- double cushions of rubber, marks one of the most moantable rim, and the ring-shaped inner tube. important improvements ever made in building tires. For an entirely new degree of motoring satisfaction It ranks with such other Michelin achievements as the — equip your car with Michelin Double Cord Casings. MICHELIN TIRE COMPANY, MILLTOWN, N. J. : Dealers in all parts of the world comicbooks.com