Life — December 30, 1920 — page 2: what you’re looking at

What you’re looking at

# Michelin Tire Advertisement (1923) This is primarily a **commercial advertisement**, not political satire. It promotes Michelin tires for small cars, featuring the iconic Michelin Man (Bibendum) — the rotund, mascot character made of stacked tire rings. The ad argues that small cars require economical tire selection, and Michelin tires offer superior value: moderately priced initially but long-lasting, offsetting higher upfront costs for competitors. The circular vignette shows a winter driving scene with the Michelin Man presenting the tire as ideal for small vehicles. The advertisement targets cost-conscious automobile owners during the early automotive era, emphasizing reliability and economy — key selling points as automobile ownership expanded to middle-class consumers.