Life — July 22, 1920 — page 2: what you’re looking at

What you’re looking at

# Analysis of "United States Tires" Advertisement This is primarily a **product advertisement** for United States Rubber Company's tires, disguised as editorial commentary. The headline satirizes consumer decision-making: opinions about tires should be "weighed as well as counted"—meaning quality matters more than popularity. The accompanying photograph shows what appears to be a tire inspection or sales demonstration, with men examining tires on a vehicle. The ad argues that motorists choosing second-choice tires due to "forced production" inconsistent with U.S. Standard quality are making poor decisions. It criticizes purchasing based on "crowd of buyers" popularity rather than actual tire performance. The piece essentially claims U.S. Tires prioritizes quality over volume—a competitive pitch against rival manufacturers during an era of expanding automobile ownership.