Life, 1926-03-18 · page 43 of 44
Life — March 18, 1926 — page 43: what you’re looking at
What you’re looking at
This is a **Michelin tire advertisement**, not political satire. It promotes Michelin's "balloon tires"—a 1920s automotive innovation that replaced rigid cord tires with pneumatic (air-filled) designs offering better comfort and durability. The giant tire held by a stylized figure (possibly the Michelin Man, though not clearly depicted here) is meant to impress viewers with the product's scale and importance. Tiny crowds gather around it, emphasizing the tire's dominance. The advertisement makes performance claims: 36% more mileage than average tires, 20% more than competitor balloon tires, and superior grip. It establishes Michelin's innovation credentials by dating key "firsts" to 1923. For modern readers: balloon tires were a genuine technological advance of the era, comparable to radial tire adoption decades later. This ad reflects 1920s consumer marketing strategy—emphasizing technical superiority and brand innovation leadership.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Tests prove Michelins give 36% more miles than the average tire. The leading Balloon Tire is MICHELIN Michelin also makes oversize cords and the fa- mous Michelin ring-shaped tubes. I The first public display of LT pation tires for small- diameter wheels was by Michelin, Paris, 1923. Bike first balloon tire to re- place cord tires without change of rims was introduced by Michelin, New York, 1923. 3 Today Michelin is one of the largest if not the largest maker of balloons. Michelin Comfort Balloons have proved that they aver- age 20% more miles than the best oversize cord. 5 They require less air than other balloons (11% less than the official inflation table of the Tire and Rim Associa- tion). Hence they ride easier than other balloons. @ Michelin Comfort Balloons embody the famous Tiger- Grip Tread, the best non-skid tread ever devised. Michelin Tire Company, Milltown, N. J. comicbooks.com