Life, 1920-07-29 · page 2 of 36
Life — July 29, 1920 — page 2: what you’re looking at
What you’re looking at
This is a **Michelin tire advertisement**, not political satire. The famous "Michelin Man" (Bibendum) — the rotund mascot made of stacked tire rings — is prominently featured as the central illustration. The ad highlights three tire improvements: new tread compound for durability, improved tread design to prevent skidding, and a sturdy oversized body for blow-out resistance. The Michelin Man, created around 1898, was already an established advertising icon by this 1923 publication date. The cartoon character represents the company's product literally — a figure composed of tires — making the advertising concept both clever and memorable for early 20th-century audiences. This is straightforward commercial promotion, not editorial commentary.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
UNIVERSAL It is fitting that the house which 25 years ago invented the pneumatic automobile tire should now introduce three improvements which result in greatly increased mileage: 1—A new tread compound, perhaps unequalled for durability 2—An improved tread-design that effectively opposes skidding and still further increases the durability of the tire 3—A super-sturdy oversize body that gives unsurpassed freedom from blow-outs For a new degree of motoring satisfaction, use Michelin Universal Cords. Michelin Tire Company, Milltown, N. J. 4 Other factories; Clermont-Ferrand, France; London, England; Turin, Italy Deolers in oll parts of the world &, A Sturdy Oversize Cord Tire that Establishes a New Stand- ard for Supreme Durability and Freedom from Skidding