Life — August 19, 1920 — page 2: what you’re looking at

What you’re looking at

# Analysis 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.