Life, 1924-05-15 · page 41 of 46
Life — May 15, 1924 — page 41: what you’re looking at
What you’re looking at
This is a **tire advertisement**, not political satire or a cartoon. The Mohawk Rubber Company is promoting their "FlatTread Cords" automobile tires in a Life magazine ad (page 37). The imagery shows a large tire photographed against a landscape sketch featuring a bridge and road, emphasizing durability for travel. The accompanying text makes a straightforward sales pitch: Mohawk tires last "the entire life of the tire" because they use superior rubber that resists punctures, cracking, and separation—making them economical despite higher initial cost. The secondary section advertises "Mohawk Hobbs' Guides," travel guidebooks covering American highways with accommodations and camping information. The tagline "Go Farther!" is a period motoring slogan playing on both the product's durability and the era's enthusiasm for automobile travel and road trips.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Treaded for Life The tread on Mohawk Flat Tread Cords is made to last the entire life of the tire. And no longer-lived tire has ever been built. Instead of the hard, unyielding tread, commonly used on fabric tires for years and still found on most cords, we use the purest and finest of rubber, without adul- terants of any kind, producing a tread pliable yet wonderfully tough, yielding to the greater flexing of the cord tire—proof against separations, stone bruises, chip- ping, and cracking—a tread so thick and tough that punctures are practically unknown. The first cost is the only cost of a Mohawk Tire, because it is treaded for life. Mohawk Hobbs’ Guides We publish a series of unique grade and surface guides of the nation’s principal highways every detail of road cor mmodations and cam comicbooks.com