L’Emboutissage Industriel 1954 Advertisement — Rota double-brake handlebars, Rota and Lug brakes, Cyclone Liberator and Tourbillon bells, lamp holders and half-balloon and sport frames

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Guidons
double frein
ROTA

Avertisseurs
automatiques
CYCLONE
LIBERATOR
TOURBILLON

Freins
tous genres
ROTA et LUG

Porte-lanternes, catadioptres
Freins acier chrome brillant, alliage léger
ou acier inoxydable, ressort central ou à colliers
Poignées de freins
Cadres demi-ballon et sport

L’EMBOUTISSAGE INDUSTRIEL
22, rue Olivier-de-Serres
VILLEURBANNE (Rhône) — France

[A ruled advertisement in black and white inside a thin rectangular frame, divided at the top into three framed line-engraved drawings of equal height, each with a bold sans-serif caption beneath it. At the left a view of a bicycle’s front end shows a raised handlebar with rubber grips, the stem and fork, a front wheel with spokes and a double brake cable arrangement at the fork. In the center a round automatic bell with a domed cap and a clamp arm is shown mounted at a fork leg, with fine hatching in the background. At the right a large caliper-type side-pull brake with a curved arch is drawn in dark shaded engraving, lettered “ROTA SPORT” on the arch and “BTE S.G.D.G” on its lever, with two brake blocks and a return spring. Below the drawings the list of accessories is set in light sans-serif lowercase, centered, and a thin horizontal rule separates it from the firm name “L’EMBOUTISSAGE INDUSTRIEL” in large condensed bold capitals, followed by the street address and the town in bold type. No artist signature is visible.]

[This advertisement shares page 104 of L’Officiel du cycle with advertisements for Dilecta and Sonnclair, each held here as its own record, and one for Pierre Faramaz.]