Life, 1929-05-17 · page 37 of 52
Life — May 17, 1929 — page 37: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a **straight advertisement** for Mohawk tires, placed in Life magazine (page 35). The ad promotes the "Mohawk Flat Tread Special Balloon" tire, marketing it to upscale consumers who want distinction and performance. The language targets a specific demographic: those who "rebel against the commonplace" in style and quality. The large tire photograph dominates, emphasizing design features like improved traction and steering ease. Notable details: The ad mentions "coach builders," suggesting luxury automobiles of the era (1920s-30s), and references Mohawk's travel guides as a promotional tool. The tagline "Go Farther!" is the company's slogan. This reflects period advertising's emphasis on conspicuous consumption and lifestyle branding rather than technical specifications alone.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
35 FASHIONED BY MOHAWK For the smartest cars and today’s traffic conditions A tire built for the man or woman who rebels against the commonplace in appearance, in pers formance, in endurance. The neweday beauty of the Mohawk Flat Tread Special Balloon blends in perfect harmony with the handicraft of our fore= most coach builders. You will admire the swirl of style in its dise tinction of design —an outward reflection of the extra value built within. Featured by Quality Tire Dealers Everywhere In com; convenient /iee form, Mohawk « Hobbs = Guides Bive complete, aie hu accurate, unbiased tours ong distance trave routes. Price 20c each - th at all Mohawk Dealers. ar er © THE MOHAWK RUBBER COMPANY... AKRON, OHIO For Sixteen Years Makers of Fine Tires comicbooks.com