Life, 1921-08-11 · page 33 of 40
Life — August 11, 1921 — page 33: what you’re looking at
What you’re looking at
This is primarily **advertising copy**, not satire. United States Tires promotes the U.S. Royal Cord tire by positioning quality products sold through legitimate dealers against cheap "discount tires." The message reflects post-WWI consumer anxieties: the ad warns against bargain tires, framing them as false economy. It claims 1921 marks a turning point when consumers rejected discount merchandise and embraced trusted brands and reputable dealers instead—positioning quality as moral choice, not luxury. The small illustrations show vintage automobiles and a tire cross-section, emphasizing the product's superior construction. The repeated slogan "Go to a legitimate dealer and get a legitimate tire" suggests discount tires were widely sold through questionable channels, a problem the company frames as consumers' responsibility to resist. This reflects 1920s consumer culture emerging after wartime shortages, when brand reputation became a selling strategy.
📄 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 the same repeated econ- omy, tire after tire, and season after season. The stripe around the side-walls is registered as a trademark in the U. S. Patent Office. a bigger truth to. day- “Go toalegitimate dealer and get a legitimate tire’ Fitwere 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 wilt 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 Potsories Rubber Oouatsation ta the World Two hundred and thirty-five branches comicbooks.com