Idéale 1952 Advertisement — The No. 102 Homme Leather Saddle

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…reste la moins chère… …et la meilleure !

No 102
HOMME

IDÉALE DUNLOP

SALON DU CYCLE — PORTE DE VERSAILLES — STAND No [illisible]

[A wide ruled advertisement in black on the cream stock, a plain rule enclosing the panel and a second rule cutting off a narrow band across the foot. The two italic half-sentences sit at the upper left and the upper right of the panel. Between them, centered at the head, a leather saddle is drawn as a fine line engraving in three-quarter view from the left rear, the nose to the left: a smooth hide top with hatched shading, three large rivets along the skirt and one at the nose, the chrome-plated frame and twin coil springs under the cantle, and a clamp at the pillar; an oval maker’s stamp is pressed into the skirt, its ring lettered “DUNLOP” with the rest of the stamp too fine to read, and a small oval badge lettered “IDEALE” is set on the rear skirt. The model line “No 102 / HOMME” is set in small bold sans-serif capitals directly under the saddle. Across the lower two-thirds of the panel the two brand names run in enormous fat condensed sans-serif capitals, “IDÉALE” at the left and “DUNLOP” at the right, both shouldered on a slight slope and printed with a granular, pitted ink coverage. The footer band carries the Salon line in letter-spaced bold sans-serif capitals, and the stand number after “STAND No” failed to print, leaving only a comma-shaped fragment. No second color is used, no firm’s address appears, no signature or agency mark is present, and nothing shows through from the reverse of the leaf.]

[This advertisement shares page 94 of L’Officiel du cycle with an advertisement for JOS, held here as its own record, and one for Amero fuel taps.]