Cholain September 1953 Advertisement — The Bloque-Patins brake adjusting tool for dealers: both hands free for the cables

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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 with a thin frame and a rule above and below. The head “VÉLOCISTES !” is set in heavy slanted condensed capitals at the left, followed by “GAGNEZ du TEMPS …” in bold slanted sans-serif capitals, with a rule beneath the right half. At the left a large line drawing shows the tool in use on a brake: the dashed outlines of a brake caliper with its arms, a cable stirrup and a pivot bolt are drawn in thin dotted lines, and the tool itself, a solid black bar with a coiled spring along its lower edge, a round cam head with a fine grid and a slotted block, is drawn in solid black. At the upper right of the drawing the product name is lettered in bold condensed capitals, with the word CHOLAIN in larger outline-weight letters and the patent note below it. The instructions at the right are set in italic capitals, plain serif capitals, a bold slab-serif line and a bold italic line, followed by a short light sans-serif paragraph. A short rule separates it from the maker’s name and address, set in serif and bold sans-serif at the lower right. No artist signature is visible. The right edge of the crop runs into the page gutter, and some lines end close to it.]

[This advertisement shares page 130 of L’Officiel du cycle with advertisements for Cizeron, A.C., Éclair and Dos Clair, each held here as its own record.]