Life, 1923-11-08 · page 29 of 36
Life — November 8, 1923 — page 29: what you’re looking at
What you’re looking at
This is a **1923 advertisement**, not a political cartoon or satire. It promotes U.S. Royal Cord Tires manufactured by United States Rubber Company. The page features a large photograph of a tire displayed against stylized curved lines suggesting the Guggenheim Museum's spiral design (a common modernist aesthetic of the 1920s). The ad emphasizes three technical innovations: "Web Cord" (cross-thread-free construction for flexibility), "Flat Band Process" (uniform cord resistance), and "Sprayed Rubber" (pure rubber resistant to weather deterioration). The marketing pitch targets winter drivers expecting tire trouble, urging them to visit Royal Cord dealers. The tagline "United States Tires are Good Tires" positions the product as patriotic American manufacturing. This is straightforward commercial advertising reflecting 1920s consumer marketing: technical jargon presented as scientific breakthroughs to justify replacing serviceable tires with newer products.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
© 1923 U.S. Rubber Co. Let your Dealer prove to you that now is the time for Royal Cords all around OST men expect a certain amount of tire trouble in win- ter driving. But go to your Royal Cord Dealer and let him show you how the three new U.S. Discoveries have changed all that. Web Cord has no cross tie-threads. So a Royal Cord tire flexes easily over the ruts and bumps of frozen roads. The Flat Band Process of cord tire build- ing ensures the equal resistance of each indi- vidual cord. A Royal Cord Tire is an organic unit—and combats winter hardships as a unit. Sprayed Rubber is the first absolutely pure rubber. A Royal Cord maintains vitality against weather that ages ordinary rubber. These areadvantages that nobodycan give you but the dealer in U.S. Royal Cords. He can show you how it will be worth while to take off your old tires now, and put on Royal Cords all around. United States Tires are Good Tires U. S. Rayal Cord Tires United States @ Rubber Company comicbooks.com