Life, 1923-06-21 · page 29 of 36
Life — June 21, 1923 — page 29: what you’re looking at
What you’re looking at
This is a **product advertisement**, not a political cartoon or satire. It's a full-page ad for U.S. Royal Cords tires from United States Rubber Company, circa 1923 (note the copyright date). The page announces three manufacturing innovations: sprayed rubber, web cord technology, and a flat band process for tire construction. The large tire image in the center showcases the product visually. The appeal is to **competitive advantage and public confidence**—the ad emphasizes that these new discoveries prove U.S. Royal Cords are superior and that the company is meeting "leadership obligations" through innovation and "larger public service." There is **no satirical content or political commentary**. This is straightforward early 20th-century advertising that positions technological advancement as evidence of corporate responsibility and product quality. The quote "One million new users will say this year: 'Royal Cords!'" projects optimistic market growth. For modern readers: this reflects an era when tire technology was genuinely advancing and companies marketed these innovations as major achievements.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The New Discoveries in Rubber Manufacture Now applied to US. Royal Cords 3. The new Flat Band Process of building a cord tire—ensuring for the first time a uniform tire equalized through and through in resiliency and resistance to puncture and wear. Y this time you have probably read the newspaper announcements of the three greatest discoveries in tire manufacture in the history of tires. For your convenience we repeat them— 1. Sprayed Rubber—the first truly pure rubber. 2. Web Cord—a rubber-webbed sheet of cords with every filament of each cord impregnated and surrounded by pure natural rub- ber. It does away with all cross tie- threads. It is the most substantial step in friction elimination since the old type square woven fabric gave way to cord construction. These three new major contributions to the art of rubber manufacture have been utilized to give the Royal Cord a better, longer lived—more resilient carcass and a better, stronger, longer wearing tread. Again you see U.S. Royal Cords living up to their leadership obligations. Again you see U. S. Royal Cords prac- ticing what they preach: Competition for greater public confi- dence and larger public service. Trade Mark United States Tires are Good Tires © 1825, United States Rudoer Company.Naw York comicbooks.com