Cholain May 1952 Advertisement — The Cholain Bloque-Patins brake-block holder for dealers: set brakes at a glance with both hands free for the cables

— Page 1 —
VÉLOCISTES ! GAGNEZ du TEMPS …

BLOQUE
PATINS
CHOLAIN
Bte. S.G.D.G.

REGLEZ VOS FREINS
EN UN CLIN D’ŒIL

PASSEZ LE BLOQUE-PATINS
A TRAVERS LES RAYONS

ACCROCHEZ un PORTE-PATIN

TIREZ !!!

Vous aurez ainsi les deux
mains libres pour effectuer
facilement le réglage de
vos câbles

[A ruled advertisement in black and white inside a thin black rectangular frame, text with one drawing and no halftone. A heading line across the top reads “VÉLOCISTES !” in heavy slanted capitals and “GAGNEZ du TEMPS …” in bold slanted capitals, with a heavy rule under the right half. The drawing at the left is a technical outline, mostly in dotted lines, of a caliper brake seen from the front with its arch, bolt, cable stop and pivot; in solid black and shading at the lower left is the tool itself, a clamp with a coil spring along its length and a round ring-shaped head, with a second dotted outline to its right showing the shoe holder in another position. Beside the drawing, the words “BLOQUE PATINS” and “CHOLAIN” are set in heavy condensed capitals, with “Bte. S.G.D.G.” in smaller type beneath. At the right the instructions run in slanted and spaced sans-serif capitals, with “ACCROCHEZ un PORTE-PATIN” in bold, “TIREZ !!!” in large bold slanted type between two rules and the closing sentence in a bold lowercase sans-serif. There is no firm address, no artist signature and no agency mark.]

[This advertisement shares page 46 of L’Officiel du cycle with advertisements for Gnutti and A.C., each held here as its own record, and others for Sablé and S.A.V.R.I.C..]