Life, 1921-03-17 · page 33 of 40
Life — March 17, 1921 — page 33: what you’re looking at
What you’re looking at
This is a **full-page advertisement** for United States Rubber Company's tire brand, not satire or political commentary. The ad argues that American consumers now demand "full value for their money" rather than accepting price fluctuations. It presents this consumer assertiveness as a positive social trend ("wholesome sign of the changing times"). The central message: U.S. Tires succeeds by consistently delivering quality regardless of market conditions or car size. The company refuses to exploit temporary price advantages or sell inferior products. This principled approach, the ad claims, has made U.S. Tires industry-leading. The tire illustration shows the "U.S. Usco Tread"—a specific product line marketed as reliable and economical. **Context for modern readers**: This reflects post-WWI consumer culture emphasizing standardization, reliability, and fair pricing—a reaction against earlier unstable markets. The ad equates ethical business practices with competitive success.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Why U.S. Tires are More Worth Having than Ever uw NE of the wholesome signs of the changing times is the insistence of people on getting full value for their money. The more insistent they become, the closer we shall get to the old days of one- hundred-cents- worth for each dollar. * * * Consider how this works out for the tire user. Everyone remembers the days of shifting prices. Nobody knew where he stood when he went to buy a tire. Then came the reaction. Men and women got back their quality standards. THE U. S. USCO TREAD car he rides in—no matter what the size of his tires — it believes in giving him a full one hundred per cent of tire service. It does not take the size of a man’s car as a criterion of how good his tires should be made. It does not take advan- tage of temporary market conditions to give hima tire less good than the tire he is entitled to. * * * This policy of the United States Rubber Company has put it in the command- ing position in the industry it holds today. More car owners are Here is the U.S. Usco Tread, with a long Coming to U. S. Tires. established standard of service among motor+ ists who have an eye to value, as well as to price. While selling for less than the other tires in the U. S. Fabric line, the Usco has earned a reputation for quality and depend- able economy which is not exceeded by any tire in its class. They stopped buying un- known and unauthorized tires. More dealers are begin- ning to appreciate the U.S. Value came to the front Tire policy. once more—with price a Because of this interest relative question. The following for U. S. full-value tires grew as never before. * * * The United States policy has always been to give a man full value in return for every dollar he invests in U.S. Tires. No matter what kind of on the part of tire users and tire ‘dealers everywhere, the United States Rubber Com- pany is in a better position to deliver fresh, live, high quality tires to its customers than it ever was. United States Tires United States @) Rubber Company The Oldest and Largest Rubber Organization in the World Two hundred and thirty-five Branches Fifty-three Factories comicbooks.com