Life, 1922-05-04 · page 25 of 34
Life — May 4, 1922 — page 25: what you’re looking at
What you’re looking at
This is a **full-page advertisement** for U.S. Royal Cord Tires (United States Rubber Company), not satire or political commentary. The piece celebrates the company's market dominance by claiming American car owners have voluntarily chosen Royal Cord Tires based on quality and the "personality" of the informed consumer who demands better products. The large central image shows a tire dominating a landscape, visually asserting the brand's supremacy. The rhetoric emphasizes that quality competition—not price—should drive the tire industry, positioning Royal Cord as the winner of this "competition." References to "the men who make" these tires appeal to worker pride and craftsmanship. **Historical context**: This appears from the 1920s era when tire quality and durability were significant consumer concerns and competitive differentiators in the automobile industry. The ad reflects business confidence and assumes readers identify with aspirational "quality" values.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
A year or so ago, the American public placed the leadership of the tire business in the hands of the men who make U. S. Royal Cords JHE first Royal Cord Tires {y]| were madeand sold ini916. | No cut-and-dried story could possibly account for ¥| their position of command today—earned: in a short It mostly comes down to the car- owner as an out and out human being. Forget him as a mere tire customer and consider him as a personality. With an inborn instinct for quality. With a pride in demonstrating his quality beliefs. How many tire manufacturers, would you say, have even guessed that Amer- ican car-owners were shifting so fast to better tires? * * * Certainly U. S. Royal Cords have proven this fundamental thing— For every low-grade tire made there is arising some motorist with a fine, human indifference for it. Liss and his Bing have becnene out and out loyalists of Royal Tires—as representing the highest expression of their demands. The makers of United States Tires urge upon stermbody manufacturer and dealer alike =a new kind of competition. Let us compete for more and more blic Let us compete for higher and higher qualisy. Let us compete for still 4s com! for imore : S. Rayal Cord Tires United States EP Mi ly this man by a million or more. en sit down and weigh his tremendous deciding influence. * * * Today, for the production ot U.S. Tires, there is erected and operating the largest group of tire factories in the world. The men who make Royal Cords are quality workers and ‘Their spirit of leadership fo she spirit of constancy— le polic: Rubber Company se meri Ini ty five branche: comicbooks.com