Life, 1923-06-07 · page 43 of 44
Life — June 7, 1923 — page 43: what you’re looking at
What you’re looking at
This is primarily a **product advertisement**, not satire or political commentary. Michelin presents itself as an industry innovator, listing genuine historical achievements: inventing pneumatic (air-filled) tires for bicycles and automobiles, non-skid treads, and removable rims. The rhetorical strategy is direct: "No doubt you know this record / But are you profiting fully by it?" This challenges readers to recognize Michelin's dominance while asking whether they're actually *using* Michelin products rather than competitors'. The page includes promotional copy for Michelin's product line (oversized cords, regular cords, ring-shaped tubes) and notes the company has 30 branches nationwide. The small illustration of an early automobile emphasizes Michelin's historical role in motorization. There is **no cartoon or satire here**—it's straightforward early 20th-century advertising leveraging brand prestige and innovation to drive sales.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The world’s first pneumatic automobile tire, introduced by Michelin in 1895. No doubt you know this record But are you profiting fully by it? Here are some of the notable inventions and developments for which Michelin is responsible: The world’s first detachable cycle tire. The world’s first pneumatic automobile tire. The world’s first ring-shaped tube. The world’s first successful non-skid. The world’s first demountable rim. THE COMPLETE LINE: The world’s first steel disc wheel. Michelin Oversized Cords— F . for heaty cart es he thax All the motoring world, of course, is profiting by these achievements. are under tired—the finest of But you are not profiting fully by Michelin’s record until you use all tires oa Michelin Tires and Tubes; for it is a fact that the greatest value Michelin Regular Size Cord Sa aes - ; ala aa fot light pan cost oF these Michelin’s record has for you is the indication it gives as co where These falls conde cea to look for the best tires. For greater mileage, for lower tire-costs more than fabrics, though and for greater riding comfort—use Michelins. they give at least 30% more rules snclales Reapsaana Toe MICHELIN TIRE COMPANY, MILLTOWN, N. J. recognized everywhere as the i . . best. Ask any tire dealer. Branches in 30 cites Dealers everywhere comicbooks.com