Chalumeau 1950 Advertisement — The Éclair Cable Clamp for Brake Housing

— Page 1 —
LE SERRE-CABLES
” ECLAIR ”
pour gaine de frein de Cycle
TOUT EN DURALUMIN POLI

Élégant
Solide
Pratique
Propre
Montage
mécanique

Éts CHALUMEAU, Constrs
13, Rue d’Armenonville
NEUILLY-s-SEINE – MAILLOT 07-07
En vente chez tous les Grossistes

[An advertisement in a single-rule frame. The headline is set in spaced sans-serif capitals with “ECLAIR” in heavy extended capitals between quotation marks, then an italic line and a line of spaced serif capitals. A line drawing in the middle shows a pair of dropped handlebars seen from the rider’s side, wrapped in tape, with brake levers and their cable housings; a large circular magnifying inset at the center shows the polished clamp holding two housings against the stem or bar. To the right, between two black dots, a column of six serif words lists the clamp’s merits. The firm’s name, address and telephone follow in condensed and plain sans serif, with an italic line at the foot. A tiny monogram, perhaps two interlaced letters, sits beside the right-hand brake lever near the bottom of the drawing; no agency mark.]

[This advertisement shares page 40 of L’Officiel du cycle with advertisements for Lightrace and Lelege, Ruhier, Girard, Oryap, Yellorex, Mazoyer, Verrerie Stéphanoise and A.C.O., each held here as its own record, and others for Hungaria shoes and balls, Le Briochin soap, Hirondelle Vaseline and greases, A.D.M. valve guides, Claverie-Sport cycling shoes and Peugeot vélomoteur and motorcycle parts from Éts Gilbert Cuenin, and the magazine’s notice for commercial printing.]