Life, 1921-08-11 · page 27 of 40
Life — August 11, 1921 — page 27: what you’re looking at
What you’re looking at
This is primarily a **tire company advertisement**, not political satire. United States Rubber Company promotes its U.S. Royal Cord tires by positioning them as quality products sold through legitimate dealers at fair prices. The ad's central argument addresses a real 1920s market problem: the proliferation of cheap "discount tires" sold through unauthorized channels. The company claims that in June 1921, Royal Cord sales doubled compared to 1920—allegedly because consumers rejected discount alternatives and chose quality instead. The headline's paradox ("truth a year ago" / "bigger truth today") suggests that prior messaging about buying from legitimate dealers has now proven correct through market success. The small car illustrations and large tire image are period-standard advertising design. This reflects genuine tension in 1920s retail: manufacturers trying to maintain distributor networks and prices against discount competition and gray-market sales. There is **no political cartoon or satire present**—only commercial messaging.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The U.S. ROYAL CORD A famous tire—a famous tread. Acknowledged among motor- ists’ and dealers alike as the world’s foremost example of Cord tire building. Always de- livering thesame repeated econ- omy, tire after tire, and season afterseason. The stripe around the side-walls is registered as a trademark in the U. S. Patent Office. The ar ago: a bigger truth today- “Go to alegitimate dealer and get a legitimate tire” Fit were possible forthethou- sands of U. S. dealers to gather into one big national convention, the public would have a surprising picture of good tire merchandising. Probably you would see ban- ners reading like this:-— “We sell tires and tire ser- vice—not discounts.” “Our customers demand the bar quality tire at a net price.” “Ask us about the leadership of U. S. Royal Cords.” “The public wants values in- stead of discounts.” * * * The sale of U.S. Royal Cord Tires in June, 1921, more than doubled that of June, 1920. People have accepted U. S Royal Cords as the tire that all other tires are measured by today. The par quality tire at a net price. In time to come, the signifi- cance of the present year will be even more apparent than now. 1921 will stand out as the year when the public declared itself. As people say everywhere United States Tires are Good Tires When people refused to be mere transient tire trade. When they turned their backs on “discount tires”—and went to quality and stayed with quality. * * * Go to a legitimate dealer and get a legitimate tire. See the U. S. policy in opera- tion as a personal transaction. Buy your tires as you do the other standard products you use. Let a reputable manufac- turer and his reputable dealer take responsibility for your tire economy. Instead of tak- ing it yourself — as “discount tires” make you do. United States Tires United States © Rubber Company ee Factories Rubbere ‘Orgcnisatton in in the ke World Two hundred and thirty-five branches comicbooks.com