Life — May 15, 1924 — page 45: what you’re looking at

What you’re looking at

This is a **Fisk Tire Company advertisement** from Life magazine, not political satire. The image shows an old prospector or frontiersman with a rifle and pack mule, standing before a roadside billboard advertising Fisk tires. The ad's humor relies on a visual pun: the weathered prospector, representing an outdated era of American life, is urged by the billboard to "Get a FISK" when retiring. The joke suggests that even old-timers should modernize and purchase Fisk tires for their vehicles—contrasting the primitive frontier lifestyle with contemporary 1920s automobile culture. The Fisk Tire Company was based in Chicopee Falls, Massachusetts. The advertisement uses the juxtaposition of old versus new to humorously sell tires to consumers.