Life, 1924-03-20 · page 2 of 42
Life — March 20, 1924 — page 2: what you’re looking at
What you’re looking at
This is **not a cartoon or satire** — it's a straightforward **advertisement** for Michelin Balloon Comfort Cord tires, published in *Life* magazine (likely early 1920s based on styling). The ad features two whimsical illustrations of the Michelin Man mascot (Bibendum) holding balloon tires aloft like actual balloons on strings, floating above a car traversing rough terrain. The visual metaphor emphasizes the tires' key selling point: they're inflated to lower pressure than standard tires, allowing them to absorb bumps and holes without changing rims or wheels. The ad highlights practical benefits—smoother rides, reduced wear, cost savings up to 50%—and targets Ford owners specifically, noting these are the only balloon tires compatible with Ford's existing rims. This represents early automotive advertising emphasizing technological innovation in tire design.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ComfortCords | help pou over the rough spots (THOUT changing rims or wheels buf! can now equip your car with Micheli: Comfort Cord Balloon Tires that pil make every road a boulevard for you. Twice as big as ordinary cords, but inflated 2 less ‘than half the pressure, these remar! tires\\float over rough spots and holes, iifer cobbles and tracks, almost as though these) ‘ob- structions did not exist. And by eliminating jolts and jars, Michelin Cqjinfort Cords tly lengthen the life of your car. Tests indicate the increase is as much as 50%. That means a saving of hundreda dollars, the greatest advance of many years in motoring\economy. i In the Ford size, Michelin Comfort’ Cords are/the only balloon tires that can be used without changing/ rims. All other makes require replacement of clincher: frims with straight sides. The sooner you change to Michelin Comforf Cords, the less your motoring will cost you and the mor¢ luxury you will enjoy. Bee your Michelin dealer now. A full line of balloon tires, including a Ford Clincher. No change of rims or wheels required. Vy comicbooks.com