Life, 1921-08-11 · page 4 of 40
Life — August 11, 1921 — page 4: what you’re looking at
What you’re looking at
This is a **commercial advertisement**, not satirical content. The American Chain Company promotes "Weed Tire Chains" — metal devices attached to vehicle tires for traction on wet or icy roads. The ad's dramatic headline "Skid Shocked!" depicts a frightened female driver experiencing loss of control. The narrative warns that tire skids on slippery surfaces create traumatic memories that harm future driving confidence. The copy emphasizes how chainless tires fail even careful drivers. The solution: install Weed Tire Chains "at the first drop of rain." The advertisement targets early-automobile owners unfamiliar with winter driving hazards, using fear and social pressure (emphasizing driver competence) to sell a practical safety product. This reflects early-1900s automotive safety concerns before modern tire technology.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Te nerve-racking skid leaves its mark upon those who realize its menace. The insistent memory of the help- less slithering towards a danger point often spoils all future enjoyment of a motor car. The treachery of chainless tires de- feats the best efforts of the most expert and careful driver to prevent skidding or to bring a car to a sudden stop, on wet pavements or muddy roads. Safety and confidence are yours by putting on WEED TIRE CHAINS at the first drop of rain AMERICAN CHAIN COMPANY, INC. BRIDGEPORT CONNECTICUT IN CANADA: Dominion Chain Company, Limited, Niagara Falls, Ontario General Sales Office: Grand Centra! Terminal, New York City District Sales Offices: Boston Chicago Philadelphia Pittsburgh Portland, Ore. San Francisco WORLD’S LARGEST CHAIN MANUFACTURERS comicbooks.com