Indéca September 1952 Advertisement — The Uncablable Brake Cable

— Page 1 —
” Le Câble Indécâblable ”
VANCÉ (Sarthe)

INDÉCA
R. 250 Kgs.
VELO

INDÉCA
R. 300 Kgs.
MOTO

Résistance Garantie

CABLES DE FREINS

Sans Soudure

” INDÉCA ” BREVETÉ

· SÉCURITÉ
· INOXYDABLE
· SOUPLESSE ACCRUE
· DOUCEUR DE MARCHE
· PLUS GRANDE RÉSISTANCE

“INDÉCA” RÉPOND DE LUI !

Si une goupille s’arrache..
… Ce n’est pas un “Indéca”

[A small upright panel inside a plain black rule, printed in black on the untinted paper and lettered throughout by hand rather than set in type. The slogan heads the panel in bold sans-serif between raised inverted commas, with the town and department under it. Below sit two solid black lozenges side by side, each carrying the brand reversed out in heavy white capitals, and under each lozenge a rated load and the machine it suits are lettered in small capitals, the left one for the bicycle and the right one for the motorcycle. Two hand-drawn words in a rounded script face each other across the middle, each joined by a curved arrow that points up to the lozenge above it. The product is named in a wide arched line of drawn capitals, and beneath it a drawn ribbon banner with turned ends carries the selling phrase in a panel at its center, the brand at its left end and the patent word at its right end. The lower half shows a small line drawing of a racing cyclist crouched over his machine at the left, climbing a steep slope drawn as a bundle of long straight rules that run from the lower left to the upper right, and to the right of the slope five claims are listed one to a line in drawn capitals, each opened by a point. A rule closes the list and under it one line in drawn italic capitals gives the guarantee phrase with the brand in inverted commas. A last ruled box along the foot carries two lines of sloped script, the closing words in heavy lettering between inverted commas. No photograph, no second color and no signature or agency mark appear.]

[This advertisement shares page 176 of L’Officiel du cycle with advertisements for Larpenteur, Maphal, Gallia, Mulin, Héloisa and A.R.O., each held here as its own record, and others for l’Hirondelle oils and greases, S.O.S.P. trade forms and the Bottin du Cycle trade directory.]