Life, 1926-06-24 · page 29 of 41
Life — June 24, 1926 — page 29: what you’re looking at
What you’re looking at
This is primarily **automobile advertising**, not political satire. The page advertises Budd-Michelin Wheels, emphasizing their steel construction and modern design innovations. The visual progression shows the evolution from horse-drawn buggies (top) to early automobiles to contemporary 1920s cars—illustrating progress and modernity. The phrase "wheels of destiny" romanticizes automobiles as agents of social change. The text highlights technical advantages: steel construction for safety, a new "demountable" wheel design allowing quick tire changes, integrated brakes and steering components, and a decorative fifth spare wheel on the rear. These were genuine innovations for the era. The tagline "Here are the wheels of destiny" reflects period optimism about automobiles transforming society. Rather than satirical, this is earnest marketing leveraging the cultural excitement around automotive technology in what appears to be the 1920s-1930s.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Here are the ‘HEY are steel—because, of all things, the wheels of acar ought to be strong. They carry the load and take the bumps. When a wheel is smashed, the accident is likely to be a disaster. So Budd-Michelin Wheels are steel—for safety. Steel makes possible a wheel of new design—an exclusive convex form that permits the placing of brakes and king pins within the wheel, for better braking and easier steering. Steel makes possible a demount- able wheel, in place of the old WHEEL COMPANY demountable rim. When a tire goes flat, the wheel is removed by un- screwing the self-locking nuts at the hub. A fifth wheel, carrying the spare tire, is slipped in its place. A three-minute job! This arrangement saves tires! The rim is a part of the wheel, perma- nently attached, perfectly aligned— so the tire always runs true. And the steel disc radiates the destructive friction-heat from the tire, cooling it—adding to its life. The extra wheel dresses up the rear of the car. It is useful as an additional bumper, saving the body from knocks. And it's always ready wheels of destiny... for an emergency. With Budd- Michelin, you see wheels instead of unsightly brakes . + + You see clean, stream-lined, beautiful wheels, that harmonize with the stream-lines of the car. Your brakes are better protected by these wheels, from mud and water and dust. New safety . . . new convenience . ..new beauty—these are the three great contributions of Budd- Michelin to the automobile. These are reasons why you will want your next car on Budd-Michelin Wheels. Here are the wheels of destiny! [| Detroit... BUDD WHEEL COMPANY... Philadelphia ] comicbooks.com