Life — August 16, 1923 — page 2: what you’re looking at

What you’re looking at

# Analysis This is a **Michelin Tire advertisement** from Life magazine (August 16, 1923). The famous Michelin Man mascot—the pudgy, tire-segment character known as "Bibendum"—appears here with several companions, likely representing different tire products or qualities. The advertisement's headline claims "They ought to be high priced—but they're not," positioning Michelin tires as premium products offered at affordable prices. This was a common early 20th-century advertising strategy: suggesting a product's superior quality while emphasizing its reasonable cost, appealing to middle-class consumers seeking value. The cartoon functions purely as **commercial messaging** rather than political satire, using the Michelin mascot's recognizable charm to sell automotive products during the automobile boom era.