Elté 1952 Advertisement — Bells and the Pedal Guard

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Demandez les différents modèles de
TIMBRES POUR CYCLES
et le PROTÈGE-PÉDALE
contre l’usure des chaussures
Exigez la ” Elté ” La marque
marque .. de qualité..

PROTEGE ” Elté ”
BREVETÉ S.G.D.G.

Léon THOMAS
FABRICANT D’ARTICLES METALLIQUES
25-27, Rue Fontaine-au-Roi, PARIS (XIe) -:- Tél. : Obe. 34-12 et 13

[A wide shallow advertisement in black on cream, framed by a single rule, with a drawing at each end and the type between them. At the left a bicycle bell is drawn in halftone from a photograph, the domed cap catching a highlight at the top, a small tag lettered with the trade name hanging at its side, and the handlebar clamp with its bolt below. The wording runs across the middle in mixed faces: the opening line in a bold sans serif italic, the product names in heavy upright sans serif capitals with the connecting words in lighter type, and the brand name very large in a thick sloping script between raised quotation marks, with three short italic phrases set round it. At the right a pedal guard is drawn in halftone from a photograph, seen from above at an angle: a flat plate pierced by three oval holes and cast with the words “PROTEGE” and the trade name in script along its top edge and the patent line along its bottom edge, mounted in a pedal cage whose two ribbed treads and end plates are drawn behind it, the mounting bolt visible through the frame. At the foot the maker’s name stands at the left in very large bold capitals, with his trade in letter-spaced capitals to the right between two rules, and the street address, district, a dash-colon-dash ornament and the telephone numbers on the last line. No second color, no agency mark and no artist’s signature appear.]

[This advertisement shares page 172 of L’Officiel du cycle with advertisements for Duprat, Blindex, Bufflier, ALC, Maxi-Car, EMD and NAP, each held here as its own record.]