La Vipère October 1954 Advertisement — The New-Formula Safety Brake Shoe and the Handlebar Ball

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NOUVEAUTÉS

PATIN DE SÉCURITÉ

FREINAGE
SANS
EGAL
PATIN DE FREIN
LA VIPÈRE “BTÉS S.G.D.G.”

LE MEILLEUR PATIN DU MONDE

NOUVELLE FORMULE
Freine instantanément
par tous les temps.

FORMIDABLE

LA VIPÈRE

LA BOULE DE GUIDON
Donne du chic aux vélos
Sécurité absolue en cas de chute
Remplace les poignées

NOUVEAU

LA VIPÈRE
BTE
S.G.D.G.

HALL du CYCLE : Stand 166.

[A wide ruled advertisement in black and white, set inside a heavy black rounded frame with a white panel at the upper right and another across the lower half. A black tab at the top edge carries the word “NOUVEAUTÉS” in large white capitals. At the upper left a halftone-style drawing shows a brake shoe seen at an angle, a long block with a row of rounded studs on top, lettered in white along its side face with the product and firm marks; the caption “PATIN DE SÉCURITÉ” is above it and “LE MEILLEUR PATIN DU MONDE” in small letterspaced capitals below. At the upper right “NOUVELLE FORMULE” is in bold condensed capitals, with two lines of lowercase text and the word “FORMIDABLE” in heavy capitals beneath. Across the middle the name “LA VIPÈRE” runs the full width in huge white capitals on a black band. In the lower panel “LA BOULE DE GUIDON” is in bold capitals over three lines of text, and at the right a drawing of a black round handlebar grip ball, shown on a threaded stem with a nut and motion lines, bears the firm’s name and patent marks on a curved white label. The word “NOUVEAU” is lettered on a slant at its lower left. The hall and stand line sits below the frame in open sans-serif type. No signature or agency mark is visible.]

[This advertisement shares page 216 of L’Officiel du cycle with advertisements for Marcel Guillen, Mulin, Choillot and Larpenteur, each held here as its own record, and others for Rotoisson horns for motor machines, Cellier et Pouly grips and connecting-rod parts, the magazine’s own subscription notice, Usai cork clutch discs, R.G. cylinder-reboring tools, Rivory braids and cords and the Syndicat Général’s membership appeal.]