Chalumeau September 1952 Advertisement — The Eclair Cable Lock and Duralumin Cable Clips

— Page 1 —
UN VERROU DE SURETÉ MODERNE
AUTOMATIQUE

ROBUSTE
2 CLÉS
*
CABLE
34 BRINS
*
GAINE
PLASTIQUE
inaltérable en
5 couleurs mode

L’ANTI-VOL
“ECLAIR”
BREVETÉ
INVIOLABLE
TOUT ACIER

POUR
VÉLO
VÉLOMOTEUR
SCOOTER
MOTO, ETC.
*
VENTE
EXCLUSIVE
AUX
GROSSISTES
ET
CONSTRUCTEURS

ETS CHALUMEAU
13, RUE D’ARMENONVILLE, NEUILLY (Seine) – MAI. 07-07

AU
SALON
DE
L’AUTO
—

Le nouveau Serre-Câbles
“ECLAIR” 1952
En 6 couleurs inaltérables assorties
pour gaine de frein de Cycle
TOUT EN DURALUMIN POLI
•
Élégant
Solide
Pratique
Propre
Montage
mécanique
•
Éts CHALUMEAU, Constrs
13, rue d’Armenonville, NEUILLY
MAILLOT 07-07 (SEINE)
Vente exclusive aux Grossistes

Grand Palais
—
Rez-de-Chaussée
Galerie A
Stand 4

[One advertisement in two panels inside a single outer rule, printed in black on the untinted paper. The upper panel opens with two lines of white letter-spaced sans-serif capitals reversed out of a solid black band. Below it the field is divided in three. At the left a column of bold sans-serif capitals and lower case lists the lock’s features, the groups parted by small asterisks. In the middle a cable lock is drawn in line engraving with fine hatching and stipple for the metal: a cylindrical barrel lock lying on its side at the upper left with the sheathed cable looping away to the right and down in a long oval that fills the middle of the panel, and two keys hanging from a ring at the lock face, their hexagonal bows lettered with the trade name, a patent abbreviation and a lightning bolt, and the number 137 stamped on each blade. The trade name and its claims are set in the clear middle of the cable loop in sans-serif capitals of several sizes, the name largest and in quotation marks. At the right a second column of sans-serif capitals names the machines and the trade terms, again parted by an asterisk. A second solid black band closes the panel with the firm’s name in large white capitals and the address and telephone line in white capitals under it. The lower panel is a boxed advertisement set inside a thin rule and flanked by two columns of type on the bare paper, a short one at the left naming the exhibition and one at the right naming the place and stand. Inside the box the new product is announced in bold slab-serif roman, the name in quotation marks with the year beside it, and three lines of specification follow, one of them in bold italic. Under them a line drawing in plain outline shows two cable clamps fitted to a dropped handlebar, the right-hand one repeated much enlarged in a circular inset. A narrow column of single words runs down the right inside the box between two solid round bullets. The maker’s name, address, telephone and trade line close the box in four lines, the last in italic. No signature or agency mark is present.]

[This advertisement shares page 160 of L’Officiel du cycle with advertisements for Sudex greasing equipment, the Petit-Breton cyclomoteurs and the Tiro-Clas parts cabinet.]