Life, 1926-04-22 · page 3 of 40
Life — April 22, 1926 — page 3: what you’re looking at
What you’re looking at
This is **not satire or political cartoon**, but rather a **straightforward advertisement** for Budd Wheel Company, a manufacturer of automobile wheels. The ad compares old buggy wheels (shown at top) with modern Budd steel wheels (center). The headline "Goodbye buggy wheels!" emphasizes the transition from horse-drawn to motorized transportation. The copy explains Budd wheels' practical advantages: they're steel (safer, won't crack), convenient (spare tire design), and beautiful (streamlined appearance). The rhetorical question "Will your new car reflect tomorrow—or yesterday?" uses forward-thinking messaging to position Budd wheels as modern and progressive technology. The illustration of cars and cityscape represents automotive progress and prosperity. This reflects early-to-mid 20th century American optimism about industrial innovation and automobile adoption.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Will your new car reflect fomorrow--or yesterday ? Already more than half of Europe's cars ride on Budd- Michelin Wheels—and a dozen of the most famous American makers have adopted them. . . because they are steel because they are safe because they are convenient because they are beautiful Why are they safe? Because they are steel. They never crack or solinter because steel doesn’t crack or splinter. They never go to pieces because they aren’t made of pieces. Why are they convenient? Because an extra wheel carries the spare tire. When a tire goes flat, a few turns on the self-lock- ing nuts at the hub, and the wheel is removed. The extra wheel is slipped in its place, and the nuts tightened. A three- minute job. Why are they beautiful? Because they present a stream- line surface—you see the wheels instead of the brakes. Because they are easily kept clean—you see the wheels instead of mud or dust. Because they have a last- ing finish that only steel will take. Because everybody agrees they’re beautiful! Why are they the wheels of tomorrow? Because they aren't “happen-so"’ wheels that de- scended from the buggy. They were designed and made, in every particular, to meet the needs of a vehicle that weighs ten times as much and goes ten times as fast. They are automobile wheels. Will your new automobile look like “tomorrow” — or “yes- terday"’? { Detroit... BUDD WHEEL COMPANY... Philadelphia } we aged Werkly, by Life Pub. Go. ot tam forks MY Saher che act of March's, =P ee ee See OS, Mimted in UST A" Banternd as Second ase Matter wt the How 1 Yan ‘Aprd_ 22,1908 med oy Oe, Ursa TRS comicbooks.com