Life — May 18, 1922 — page 2: what you’re looking at

What you’re looking at

# Michelin Tire Advertisement Analysis This is a **product advertisement**, not political satire. It promotes Michelin Red Inner Tubes, featuring the company's iconic mascot—Bibendum, the rotund "Michelin Man" made of stacked tire rings (visible at bottom right). The advertisement emphasizes a technical advantage: Michelin's ring-shaped inner tubes conform naturally to tire casings without stretching or wrinkling, unlike competitors' straight tubes that must wrinkle to fit. The cross-section diagram illustrates this design difference. The copy addresses automobile owners directly, asking them to verify Michelin's superiority. Headquarters are listed as Milltown, New Jersey, with factories in France, England, and Italy. This represents early automotive-era marketing emphasizing engineering innovation over style.