Life — September 7, 1922 — page 43: what you’re looking at

What you’re looking at

This is primarily a **Fisk Tires advertisement**, not political satire. The image shows a menacing figure (appearing to be Death or a grim reaper character) looming over a small child who holds a tire, with the tagline "Time to Re-tire? (Buy Fisk)." The ad uses **fear-based marketing**: suggesting that worn tires are dangerously life-threatening, implying that failing to buy Fisk brand tires puts children at mortal risk. This exploitative approach—using a child in danger to sell a product—was common in early 20th-century advertising, though it would be considered shocking and unethical today. The accompanying text claims Fisk Tires possess superior quality that "best informed buyers" recognize, using comparative language to encourage purchasing.