Life — August 5, 1926 — page 3: what you’re looking at

What you’re looking at

# Analysis This is a **Budd-Michelin Wheel advertisement**, not a satirical cartoon. The page promotes a fifth spare wheel for automobiles. The advertisement uses humor to sell the product: it depicts scenarios where drivers wish they had this extra wheel—flat tires, rim damage, spoke breakage, and careless accidents. The illustrated car at bottom shows the spare wheel mounted prominently. The copy emphasizes practical benefits: durability of steel construction, convenience of quick changes, and cost savings versus traditional repairs and towing charges. The tagline "One of these days you'll wish you had this extra wheel!" plays on relatable automotive frustrations. This reflects early 1900s car culture when tire failures and wheel damage were common hazards. The ad targets middle-class automobile owners worried about roadside breakdowns and repair expenses.