Life — November 11, 1926 — page 43: what you’re looking at

What you’re looking at

This is a **commercial advertisement** for Fisk Tires, not editorial satire. The image features the famous Fisk Tire Company mascot—a tired-looking child in pajamas holding a candle—juxtaposed with a bear in a rocky wilderness landscape. The slogan "Time to be tire / Get a FISK" puns on "tire" (exhaustion) and "tire" (wheel). The advertisement's humor plays on the contrast: just as the sleepy child needs rest, travelers on tires need reliable Fisk products. The bear suggests outdoor adventure and rugged terrain where quality tires matter. This reflects 1920s automobile culture and the marketing strategy of depicting Fisk's iconic drowsy mascot across various scenarios to promote brand recognition and tire durability.