Life, 1920-09-16 · page 2 of 44
Life — September 16, 1920 — page 2: what you’re looking at
What you’re looking at
This is primarily a **Michelin tire advertisement**, not political satire. The page features the famous Michelin Man mascot (Bibendum) — the rotund character made of stacked tire rings — alongside a mechanic examining a tire. The ad's tagline "Friends for Life" emphasizes durability and reliability. The accompanying text highlights Michelin Universal Cords' wear-resistance, rubber coating, and "remarkable mileage" as selling points for "real economy and motoring satisfaction." The Michelin Man was already an established corporate mascot by this 1925 Life magazine appearance. The illustration uses the character's distinctive puffy appearance to visually reinforce the product's resilience and strength — suggesting tires that last as long as this cheerful, enduring figure.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Published Weekly by Lite Publish! oe Company “a : Enepedin cot MICHELI UNIVERSAL CORD FRIENDS MICHELIN UNIVERSAL CORDS make friends—and keep them. The new Michelin wear-resist- ing tread, the improved non-skid tread design, the sturdy oversize body built of cords not merely coated but actually impregnated with rubber—these are a few reasons why this newest Michelin product gives such remarkable mileage. For real economy and motoring satisfaction—use Michelins. MICHELIN TIRE COMPANY, MILLTOWN, NEW JERSEY Other factories: Clermont-Ferrand, France; London, England; Turin, Italy Dealers in all parts of the world