Life, 1929-07-26 · page 3 of 36
Life — July 26, 1929 — page 3: what you’re looking at
What you’re looking at
This page is **primarily a commercial advertisement**, not political satire. It's a Mohawk Rubber Company ad for their "Flat Tread Special Balloon" tire, published in *Life* magazine (dated July 26, 1929, based on the footer). The ad uses a pedagogical approach, with diagrams explaining that because "tubes are round and roads are flat," a flat tire tread logically matches road surfaces better. The copy claims this design reduces wear, permits lower air pressure (15% less), improves traction and braking, and offers greater comfort. The phrase "go Farther!" is Mohawk's slogan. The ad targets quality tire dealers and appears aimed at automobile owners during the late 1920s automotive boom. There is no political satire present—this is straightforward product promotion.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
15% less air -less tear more wear Because tubes are round and roads are flat, there is one most logical contour for a tire; round where it cradles the tube, flat where it meets the road... That principle, found only in the Mohawk Flat Tread ONE MOST LOGICAL Special Balloon, revolutionizes tire © CONTOUR FOR A TIRE 0 performance...It banishes tread diss tortion, becausetheflat treadalready fits the road. It eliminates cross tread wear and minimizes internal friction —two big steps to longer life. It permits lower air pressure — actus ally 15% less than any other tire ... That means greater comfort. The firm grip of flat tread on flat road gives better traction, quicker braking, easier steering. . . And the buttressed shoulders and encircling stripe of gleaming gold make the Mohawk Flat Tread Special Bal- loon the smartest thing on wheels. Featured by Quality Tire Dealers everywhere. MOHAWKS €0 Farther/ LIFE: ished Weekly by Life Publishing Company, 598 Madison Ave., New York, N. Y. becripti 00, Vol. 94, No. 2438. July 26, 1929. Ent’d as lad i Ge Matter New York Jong 8,1 8 1885 at New York Post Office, under act of March 3, isis. Pri ated | U.S. A. Ent'd as 2nd Class Matter at the Post Ofice at Cleveland, Ohio. Eat'd as 2od Class ‘Matter at the Post Office Dept., Canada. Copyright 1929, Life Pub. “Conia U.S England aad British Possessions, comicbooks.com