Life, 1920-07-08 · page 6 of 40
Life — July 8, 1920 — page 6: what you’re looking at
What you’re looking at
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.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ey What would you call such 2 a man? —A man who drove his automobile with the top down in a pouring rain? Isn't he deserving of the same name if he neglects to put on Weed Tire Chains when roads and pavements are wet and slippery? What do you call such a man? xe Write it on the line below and mail it to him or to us. ria AMERICAN CHAIN COMPANY, Incorporated BRIDGEPORT \o/ CONNECTICUT In Canada: Dominion Chain Company, Limited, Niagara Falls, Ontario Largest Chain Manufacturers in the World The Complete Chain Line— All Types, All Sizes, All Finishes—From Plambers’ Safety Chain to Ships’ Anchor Chain GENERAL SALES OFFICE: Grand Central Terminal, New York City DISTRICT SALES OFFICES: Boston, Chicago, Philadelphia, Pittsburg, Portland, Ore., San Francisco comicbookstorll ne tae.