Life, 1924-03-06 · page 41 of 42
Life — March 6, 1924 — page 41: what you’re looking at
What you’re looking at
This page is primarily **advertising, not satire or political commentary**. It's a Michelin Tire Company advertisement for "Comfort Cords"—balloon tires designed to fit existing vehicle rims without modifications. The illustration shows a hot air balloon in the upper right, visually pun on the product name "balloon tires." The advertisement's key claim is that these tires offer the comfort advantages of balloon tires (larger size, low pressure) while fitting standard rims—eliminating the need for expensive wheel replacements. The copy targets early 20th-century car owners by emphasizing convenience and value: no modification required, improved ride quality ("every road becomes a boulevard"), longer tire life, and potential 50% increase in vehicle lifespan. This was pitched as a practical upgrade to existing automobiles. There is no political or satirical content visible. This is straightforward consumer marketing from the Michelin Tire Company's Milltown, New Jersey operation.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Balloon ;. Tires ~ iy that fit pean rims sqyou can now enjoy the epoch- | A making advantages of balloon tires ! without changing rims or wheels. Kc S Michelin Comfort Cords, unlike ordinary balloon tires, fit your present rims without any change whatsoever. They are twice as big as oversize cords but are inflated to less than half the pressure. This com- bination of large and low pressure gives a degree of riding comfort such as you never thought possible. Every road becomes a boulevard; and the car is so completely protected from jars and jolts that experts estimate its life will be increased as much as 50% Michelin Comfort Cords last longer than ordinary cord tires and cost hardly any more. The sooner you change to them the more you will profit. See your Michelin Dealer now. Michelin Tire Company, Milltown, N. J. MICHELIN Comfort Cords comicbooks.com