La Vipère 1954 Advertisement — The Safety Brake Block and the Handlebar Ball

— Page 1 —
NOUVEAUTÉS

PATIN DE SÉCURITÉ
FREINAGE
SANS
EGAL
PATIN DE FREIN
LA VIPÈRE ” BTÉ 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 VIPERE
BTÉ
S.G.D.G.

[A wide advertisement in black and white inside a heavy black frame with rounded corners. “NOUVEAUTÉS” is reversed out in pale heavy capitals in the top of the frame, and a black band across the middle carries “LA VIPÈRE” in enormous pale sans serif capitals. The upper pale panel shows a brake block drawn in bold line with black shading, its ridged rubber face of hexagonal studs and its side lettered “FREINAGE SANS EGAL”, “PATIN DE FREIN” and “LA VIPÈRE” with the patent mark, under “PATIN DE SÉCURITÉ” and over “LE MEILLEUR PATIN DU MONDE” in small condensed capitals; the claims at its right are set in condensed and rounded sans serif with “FORMIDABLE” in heavy capitals. In the lower panel a black handlebar end ball with a pale band lettered “LA VIPERE BTÉ S.G.D.G.” is drawn at the right, with speed lines behind it and “NOUVEAU” slanting up beside it in heavy capitals, while the three selling lines sit at the left in a rounded sans serif under “LA BOULE DE GUIDON”. No firm’s name or address and no signature appear.]

[This advertisement shares page 130 of L’Officiel du cycle with an advertisement for Le Gaucho, held here as its own record, and others for VAR footrests for cyclomoteurs, Usai clutch discs, the FAC trailer and Gambier magneto tools.]