Life, 1924-04-17 · page 2 of 40
Life — April 17, 1924 — page 2: what you’re looking at
What you’re looking at
This page is primarily **advertising, not editorial content or satire**. It's a Michelin Tire Company advertisement for "Balloon Comfort Cords" tires, published in *Life* magazine. The advertisement features an illustration of two figures in a hot air balloon, promoting Michelin's new tire technology designed for Ford automobiles. The ad emphasizes comfort and convenience—the balloon tire requires minimal air pressure and fits Ford rims without modification. The balloon/hot air imagery is **metaphorical advertising language**, not political satire: the copy promises that Fords equipped with these tires will ride "like Lincolns" (the luxury competitor), implying a smooth, floating sensation. There are no political cartoons or satirical figures to decode—this is commercial promotion typical of *Life*'s advertising pages in this era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Lincolns AEN iding comfort is sim- See ply a matter of prop: ar erly cushioning the car on air. And now a perfected air-cushion for the Ford is at hand, a clincher balloon tire that —fits right on present Ford rims without any change whatso- ever, —is almost 100% bigger in air volume than a regular sizecord, —requires only 20 to 25 Ibs. of air pressure for the normal load —and costs no more than an oversize cord. This tire is the Ford-size Miche- Unlike other balloon tires which fit only straight-side rims, this Michelin tire requires no change whatsoever in the clincher rims which are stand- ard Ford equipment. Once you have fitted your Ford with these wonderful tires, it will seem to have wings as it floats over the rough spots with hardly a jar ora false note. Andi its life will be lengthened as much as 50%—a saving that in itself will pay for the tires many times over. You cannot afford not to change to Michelin Comfort Cords. Your Michelin dealer A full line of balloon tres that ft present rims. re placing of alin: chert 35.9 Sete lin Comfort Cord Balloon. — has them in stock now. pteside. Michelin Tire Company, Milltown, N. J. MICHELIN Balloon Comfort Cords comicbooks.com /