Life, 1920-11-11 · page 2 of 44
Life — November 11, 1920 — page 2: what you’re looking at
What you’re looking at
This is primarily a **United States Rubber Company advertisement** for tires, not satire or political commentary. The ad addresses a genuine 1920s consumer concern: wasteful tire purchasing. The headline asks when tire waste will end, arguing that motorists have been buying tires unnecessarily often due to poor dealer advice and inferior products. The image shows a well-dressed driver beside a car at a garage, illustrating the scenario of seeking tire replacement. The advertisement's pitch: U.S. Rubber Company tires last longer and represent better value, eliminating waste. The company claims to be "the oldest and largest Rubber Organization in the World" with superior quality and experience. This reflects early automotive industry concerns about product reliability and consumer trust during the rapid motorization of America.
📄 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 Publishiog C.mpaay . New Yors. N Mist Street, Ansual Subscrigtios, Vol. 76,No. 1884, Ni -LIFE- Fatered as Second Class M Ney Estered as Second C: at the Copyright in Epgiand and When will Tire | Extravagant Tire HERE are signs that intelli. gent motorists are beginning to give more thought and care to the selection of their tires. The trouble has been that the average car owner accepted his tire losses too meekly—as though noth- ing could be done about it. As one new make of tire after another came on the market and old tires worked up new selling features and talking points, car owners no sooner got through buy- ing one make of tirethan they began to look around for a different make. Ready to take advantage of all this shifting of trade was the irre- sponsible dealer, with his make- shifts, his compromises, his plausi- ble tire experiments. His whole attitude was one of secrecy and evasion. He believed in feeling out each individual motor- ist’s weakness and playing to that, rather than in helping every motorist to know more about tires. . . . The motorists of this country have stood fora lot. They are beginning to do something about it, Driving a car on a flat tire fo the nearest garage, after @ blow-out or puncture, is the most expensive form of Jocomotion known. Lacking @ spare, the flat tire should be removed, and then pro- ceed slowly. Going to the good dealer—the man who is winning a greater measure of pub- lic confidence all the time—the man who believes in this principle— That the best introduction any tire can have és the truth, Quality is the basis on which his business is founded. And all his efforts are directed towards encouraging a wider appreciation of quality. He is the man whom the United States Rubber Company is backing with all of its resources. With all of its great and wide and long and varied experience. Longer and more varied thanthat of any other rubber manufacturer. . . . Go to the good dealer and get a legitimate tire. Foryou, atleast, tire waste willthenend. United States Tires Fifty-th Factories The oldest and largest Rubber Organization in the World Two hundred and thirty-five Branches Where A-str It is th The Since § Acro The bl Deli Prelus So ¢ And tl Inc Will, | Swe My Ic I, Vanis The Hath comicbooks.com