Biéla 1952 Advertisement — The Biéla Direction Indicator, Lit by Day and by Night

— Page 1 —
Au service
de la sécurité routière

L’INDICATEUR DE DIRECTION ‘BIELA’ LUMINEUX LE JOUR ET LA NUIT

POUR CYCLOMOTEUR

SNAC

31, QUAI DE VERSAILLES – NANTES

société à responsabilité limitée au capital de 5.000.000 de Frs.

Vente directe à M.M les Grossistes et Constructeurs

SOSP

B. Chagnon

[A full-page advertisement without a rule, the whole sheet given over to one halftone photograph of an empty asphalt road running under tall trees in a park, the far end of the avenue bright and the near foreground in deep shadow. The headline is painted across the dark upper third in white, the first two lines in a broad brush script and the two lines under them in sloped white sans-serif capitals, with the product name set off in raised inverted commas. Over the photograph at the lower right of center a cyclist is drawn in flat white line and wash, not photographed: a woman seen from behind in a short-sleeved dress and heeled shoes, riding away from the reader on an upright bicycle, her left hand off the bar. A tapering arrow-shaped direction indicator projects from the left side of the machine at hub height and is printed in a second color, red, with short white rays at its tip to show it alight; the triangular crossroads warning sign on its concrete post at the right edge of the road is outlined in the same red. Low at the left the firm’s name stands in large white capitals with the street address under it in smaller capitals, the company and capital line in a light script below that, and the trade line in brush script across the full width at the foot. The agency mark “SOSP” is set in small white capitals running vertically down the top right corner, and the signature “B. Chagnon” is lettered in white at the bottom left corner.]