Life, 1925-04-09 · page 40 of 41
Life — April 9, 1925 — page 40: what you’re looking at
What you’re looking at
This is a 1925 Life magazine advertisement for Fisk tires. The circular image shows a sleeping child in a nightgown, with text reading "TIME TO RE-TIRE" — a pun on "retire" (go to bed) and "re-tire" (replace tires). The advertisement uses the famous Fisk Tire mascot, a sleepy child known as "the Fisk Boy," which was the company's iconic advertising character during this era. The joke combines the child's bedtime with the need to replace worn tires on automobiles. This represents early 20th-century advertising strategy: using memorable, emotionally appealing imagery and wordplay to promote consumer products. The sleeping child conveys comfort and reliability—qualities the brand wanted associated with their tires.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Copyright, 1925, The Fiak Tire Ca, Int, E , 0 9 n x ° fo) 2 2 E ie) °