Life — July 8, 1920 — page 6: what you’re looking at

What you’re looking at

# Analysis This page is primarily **advertising**, not satire or political commentary. It's a 1920s advertisement for Weed Tire Chains, manufactured by American Chain Company (Bridgeport, Connecticut). The ad uses a rhetorical appeal: it depicts four people in an open-top automobile driving in heavy rain with the convertible top down—presented as foolish behavior. The text poses a challenge to readers: "What would you call such a man?" who neglects tire chains in wet, slippery conditions? The ad then invites reader participation: "What *do* you call such a man? Write it on the line below and mail it to him or to us." This is a **participatory marketing gimmick** encouraging consumer engagement while promoting tire safety equipment as essential for automobile maintenance.