Life, 1920-08-19 · page 2 of 40
Life — August 19, 1920 — page 2: what you’re looking at
What you’re looking at
This page is **primarily a Michelin tire advertisement**, not satirical content. The famous Bibendum character (the rotund "Michelin Man" made of tire treads) appears as the mascot, presenting a new "Universal Cord" tire to consumers. The advertisement emphasizes three product improvements: a durable new tread compound, improved tread design reducing skidding, and an oversized body preventing blowouts. The tagline promises "a new degree of motoring satisfaction." This represents early automotive advertising from the pneumatic tire era. The cheerful anthropomorphic mascot was Michelin's established branding strategy to make industrial products appealing to consumers. There is no discernible political satire or social commentary—it's straightforward commercial messaging about tire durability and safety features.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
A Sturdy, Oversize Cord Tire A New Standard for Supreme Dur- ability and Freedom from Skidding 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 un- equalled for durability. 2—An improved tread-design that effec- tively opposes skidding and still fur- ther increases the durability of the tire. 38—A super-sturdy, over-size body that gives unsurpassed freedom from blow-outs. For a new degree of motoring satisfaction, use Michelin Universal Cords. Michelin Tire Co., Milltown, N. J. Other factories: Clerment.Ferrand, France: London, England; Tarin, lt Deciers in all pert of the werkd iaaaad comicbooks.Conu