Life, 1923-05-10 · page 2 of 36
Life — May 10, 1923 — page 2: what you’re looking at
What you’re looking at
This is a **product advertisement, not satire or political commentary**. The page promotes Michelin brand inner tubes for automobile tires, marketed as superior to competitors because they last longer and can be reused multiple times. The central image shows X-ray photographs of tubes undergoing destructive testing—demonstrating that Michelin tubes (which retained integrity) outlasted composite tubes made from competing materials. The small cartoon figure appears to be a generic motorist or consumer. The advertisement's argument: buying cheap tubes wastes money because they fail quickly, while Michelin tubes justify their cost through durability. The phrase "Millions can be saved in this way" appeals to motorists' financial self-interest during the 1920s automotive boom.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Lire Company An Vol. 81. Fpterad as Second Class Matter June 8, 1885, at the Post Offee at New York, Printed in Bethlehem, Pa., U. S. Post Of Bethlehem, Pa OMice Department, Canada. ngland and the British Possessions EACH of the tubes here shown usps ade by cementhag cogeher half a Michelin Tube and half a tube of some other well known make. The composite tubes were then run to destruction. The Michelin sections retained their life and strength when all the other Millions can be ANY motorists think it is necessary to discard the inner tube with every tire that wears out. This is true in the case of many tubes. But a good tube will outlast a number of tires and thus save its cost several times over. Moreover, motorists sometimes buy inner tubes carelessly because they mistakenly think that the life of the tire itself is not affected by the tube. But as a matter of fact ordinary tubes cut many miles from the life of even sections had blown out. saved in this way the first tire in which they are placed. They grow porous and brittle; then they either develop slow leaks (which are likely to mean injurious under- inflation) or they split (with the result that the tire either blows out or else is liable to injury through running flat). For tube and tire economy it pays to use the best tubes—Michelins. Millions of dollars are being saved by motorists who. use them. Millions more could be saved if other motorists would do likewise. MICHELIN TIRE COMPANY, MILLTOWN, N. J. Branches in 30 cities Dealers everywhere comicbooks.com