Life, 1929-04-05 · page 37 of 56
Life — April 5, 1929 — page 37: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward **automobile tire advertisement** from Life magazine (page 35). The Mohawk Rubber Company advertises their new "Flat Tread Special Balloon" tire, emphasizing technical innovations: improved riding comfort, better traction, safer stopping, and faster acceleration. The ad highlights that their design uses lower air pressure than competitors while maintaining performance—a genuine engineering claim they'd tested for two years. The visual shows a large tire displayed prominently with technical diagrams flanking it, and includes a small "Mohawk Hobbs" touring guide promotion. The phrase "Go Farther!" is their marketing slogan. This represents early 20th-century automotive advertising before tire safety became a major public concern. There is no political content, caricature, or satire present—Life's pages included substantial advertising alongside editorial content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
MEET NEW REQ), em MOTOR TRAVE REM * Amazing New Riding and Steering Ease Vastly Improved Traction—Speed with Safety Attention-Arresting New Beauty Quicker Get-Away—Surer Stops Mohawk has perfected an advanced new principle in Balloon Tire Design ... the easy riding, high shouldered, broad, flat-contoured tread, sup- ported by shock absorbing and distributing columns... which brings \ you all these coveted advantages. @ This boldly original, revolu- 4 tionaty improvement is available only in the distinguished, gold- striped Mohawk Flat Tread Special Balloon which has been tested and proved for two years. q The lower air pressure ree In compact, convenient form »werful supports (2) at quired—five pounds less than that recommended for any MMohawk-Hobbs Guides give 5 of the tread disesbows other tire—immensely increases traction and riding ease. Staplete. accurate. up into the sidewalls = Featured by quality tire dealers everywhere unbiased touring ( inating possibility of ply 4 THE MOHAWK RUBBER COMPANY, Akron, Ohio information on. all rnd tread separation which have a Jong distance travel been so destructive of previous % routes. Price 20c at types of flat and semilat balloons F: A / D< allMohawk Dealers. \ #80 Farther/ § FOR SIXTEEN YEARS MAKERS OF FINE TIRES in the above diagram how comicbooks.com