Life, 1928-07-26 · page 27 of 36
Life — July 26, 1928 — page 27: what you’re looking at
What you’re looking at
This is not a cartoon or satire—it's a straightforward **advertisement for Dunlop tires** from Life magazine. The page features: **The Advertisement's Argument:** Dunlop claims 40 years of tire-manufacturing experience, with 26 million tires in use worldwide. The ad argues this longevity proves the company knows how to build quality. The tagline "They know" repeatedly emphasizes that millions of satisfied customers validate Dunlop's superiority. **Visual Element:** A large illustration of a Dunlop tire dominates the lower half, with an exaggerated "Dunlop City" imagined beneath it—a satirical reference claiming the company's combined factories would cover 100,000 acres if consolidated. **The Rhetorical Strategy:** The ad addresses consumer skepticism ("What of it?") head-on, arguing that mere experience means nothing *unless* it demonstrates success. It appeals to social proof: if millions of drivers choose Dunlop, you should too. This reflects early-20th-century advertising tactics emphasizing brand longevity and consumer testimony as markers of reliability.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIFE ‘DUNLOP'S 40 YEARS ee Waar OF IT?... Even if Dunlop has had the longest experience in tire-building, does that affect my car?” No. Not the mere fact of 40 years’ experience. That might mean nothing. But there is big meaning to you in the success of Dunlop’s 40 years. Such sustained success shows that Dunlop knows how to build max- imum value into tires. The 26 mil- lion Dunlop tires now running form —~ “DUNLOP CITY” Supreme in quality for 40 years, Dun- lop has grown until its productive properties—if combined in one place— would form a vast Dunlop City of over 100,000 acres. a world-wide evidence of Dunlop’s superiority. For 40 years, year after year, old friends have been sticking to Dunlop and new friends have been turning to Dunlop. These millions of motorists must be right. They have had ex- perience in using Dunlops. They know, As soon as you try a set, you, too, will know. You will find that Dunlop’s successful experience means extra value to you. 25 comicbooks.com