Life, 1926-11-04 · page 3 of 40
Life — November 4, 1926 — page 3: what you’re looking at
What you’re looking at
This page is **primarily an advertisement**, not satire or editorial content. It's a Budd Wheel Company ad from Life magazine, likely 1920s era (based on the Western Union telegram visible at top, dated August 11, 1924). The "joke" is commercial flattery: the ad thanks "Mr. Erskine" (appears to be an automotive industry figure) for deciding to equip Studebaker's "Bid Six" car with Budd-Michelin All-Steel Wheels. The telegram format creates a mock-congratulatory tone, as if this business decision warrants public celebration. The ad then lists technical advantages: wheels are cleaner, more durable, protect brakes, reduce friction heat damage to tires. The satire is gentle—essentially thanking someone in business for making a good product choice, presented as though it were newsworthy.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Srupesaxer Buyers, congratulations! When you see the Big Six on Budd- Michelin Wheels, we believe you will join us in thanking Mr. Erskine. And when you have driven one of these cars a few thousand miles, we know you'll feel the way we do about it. For by that time you'll realize that Budd- Michelin superiority isn’t solely a matter of distinguished appearance. . . . You may (we hope not) but you may have had occasion to thank your lucky stars for the added safety of All-Steel Wheels. You'll know how much easier it is to keep these wheels spick and span—clean and attractive. Budd-Michelin Wheels hide your brakes from sight, and give them added protection from mud, water, and dust. Your tires will always run without a wobble, for the rim is permanently attached to the disc of the wheel —there’s no chance of putting it on crooked. Another reason your tires will last longer: The steel discs help get rid of the destructive friction heat that takes the life out of rubber. Another famous automobile adopts Budd- Michelin Wheels. That makes half a dozen in recent months—and every one a leader. Thank you, Mr. Erskine! WHEEL COMPANY Detroit and Philadelphia Also makers of the Budd Interchangeable Wire Wheel, which fits the same hub as the Budd All-Stee! Wheel. comicbooks.com