Life, 1923-10-04 · page 2 of 44
Life — October 4, 1923 — page 2: what you’re looking at
What you’re looking at
This is primarily a **Michelin tire advertisement**, not political satire. The image depicts the Michelin Man (Bibendum) as a triumphant leader on horseback, holding a torch or staff aloft. Below him stands the Michelin mascot character in his characteristic wrapped/bandaged appearance. The ad claims Michelin's historical "firsts": pneumatic auto tire, ring-shaped tube, non-skid tire, demonstrable rim, and steel disc wheel. These were genuine innovations in automotive tire technology during the early 1920s. The "Leadership" headline and militaristic imagery—the figure atop a pedestal like a monument, the torch suggesting authority—use patriotic, victorious symbolism to position Michelin as the dominant industry innovator. This is marketing strategy using nationalist imagery common to 1923 advertising, not political commentary.
📄 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 auto tire — Michelin. The world’s first ring-shaped tube — Michelin. The world’s first successful non-skid — Michelin. The world’s first demountable rim — Michelin. The world’s first steel disc wheel — Michelin. Another great achievement— comicbooks.com