Cholain May 1953 Advertisement — The Bloque-Patins brake-block holder: set brakes at a glance with both hands free for the cables, with a caliper brake drawn

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VÉLOCISTES ! GAGNEZ du TEMPS…

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

RÉGLEZ VOS FREINS
EN UN CLIN D’ŒIL
PASSEZ LE BLOC-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

Fabricants :
Ets A. CHOLAIN
111, rue des Fauvelles
Courbevoie (Seine)
Tél. : DEF. 47 – 25

[A ruled advertisement in black and white, a wide panel in a thin single rule. “VÉLOCISTES !” and “GAGNEZ du TEMPS…” run across the head in heavy sans-serif capitals, the second phrase underlined by a rule. At the left a side-pull brake caliper is drawn in thin dotted outline, with a solid black wedge-shaped block pushed between the arms and a coil spring shown in solid black beneath it. The product name “BLOQUE PATINS” and “CHOLAIN” are set in heavy condensed capitals at its right, with the patent mark “Bte. S.G.D.G.” beneath. At the right the instructions are set in italic and roman capitals, with a bold slab-serif line in the middle, the word “TIREZ !!!” in italic capitals, then a short paragraph in sans-serif lowercase. A short rule separates the instructions from the maker’s name, which is set in spaced roman capitals with the street and telephone lines in bold sans-serif. There is no signature or agency mark, and no text from the reverse of the leaf shows through.]

[This advertisement shares page 64 of L’Officiel du cycle with advertisements for Duprat, A.C. and Gouverneur, each held here as its own record, and one for VAR.]