Life, 1922-01-19 · page 2 of 34
Life — January 19, 1922 — page 2: what you’re looking at
What you’re looking at
This page is **primarily an advertisement**, not a political cartoon. It's a Michelin Tire Company advertisement from Life magazine, targeted at the "600,000 Dodge Owners" mentioned in the headline. The ad features a rotund character in striped clothing (appearing to be Michelin's mascot, Bibendum) holding a megaphone, promoting Michelin's new "Regular Size" cord tires. The advertisement makes a commercial argument: these tires cost only 5% more than fabric alternatives but deliver 30% greater mileage, allegedly reducing tire expenses by 25%. The piece is essentially a product pitch comparing tire durability and cost-effectiveness—marketing rather than satire or political commentary. No caricatures or social references are present; it's straightforward commercial messaging typical of early 20th-century magazine advertising.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Entered as Second Class Matter June 8, 1883 at the Post Office at New York, Cuantes Dana Ginson, President N.Y. under the act’of Mareh 3d, 1879. Grouce B. RicHanDsoN, Vice-President Entered as Second Ciass Matter at the Post Office Department, Canada. Lz Rox Minin, Treas. GEORGE D'UTASSY, Se Copyright in England and the British Possessions. B, F. Paovanpis, Western Manager ( ‘wcatel(l er (| MICHELIN’ REGULAR SIZE” CORDS versus FABRIC TIRES AVERAGING 30% More MiLEAGE AT ONLY ABOUT 57 ADDITIONAL Cost M | LEAGE | Michelin 32x 3%: Regular Size” Cord 30% more mileage than 32x 3% FabricTire VS = ‘apric fit COST Michelin 32x3'4' Regular Size Cord costs only 5% more than 32 x3% FabricTire New Development Averages 25% Reduction in Tire Expense* ICHELIN has produced a regular size 32 x 3% cord tire that costs only 5% more than good fabrics, but gives 30% more mileage, thus reducing tire bills 25%. In addition, this new cord tire possesses all the easy riding qualities that make Cord equipment desirable. You can change to these regular size Michelins economi- MICHELIN cally, not only because their first cost is low, but because you can fit them one at a time in replacement of your fabrics. i ” Ordinary cords, being oversize, should be fitted in pairs, & but Michelin Regular Size Cords are the same size as fabrics and hence will not unbalance the car if used opposite fabrics. CORDS Why not visit the nearest Michelin dealer and have him put just one Michelin Regular Size Cord on your car? Michelin offers a complete line of cord tires, oversize and regular size—in one quality only, the best—all just Similar Savings can be made as good as the famous Michelin Ring Shaped Tubes. by users of 30.x 334,31 x 4, 32 x 4, 33 x 4,34-x 4 and MICHELIN TIRE COMPANY, MILLTOWN, N. J. 32 x 4% fabric tires. Wholesale branches in 30 leading cities. Dealers everywhere Paintzp in THe U.S. A. comicbooks.conr