La Vipère October 1955 Advertisement — The Mudguard Flap That Fits Any Mudguard with No Metal Clip

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Bavette
S’ADAPTE SUR
TOUS GARDE-BOUE

AUCUNE
ATTACHE
MÉTALLIQUE

SYSTÈME D’ATTACHE BREVETÉ

LA
VIPÈRE

24, RUE DU RHIN – PARIS 19e – TÉL. NOR. 84-14

[A borderless advertisement of about two to one proportions, printed in black on a plain ground. Across the head, “Bavette” stands in a large brush-lettered script with a long flourish under the final letter, and two lines of widely spaced small capitals sit beneath it. Below that a solid black panel spreads across the left and middle of the sheet and carries reversed white lettering: “AUCUNE ATTACHE MÉTALLIQUE” in three lines of bold italic capitals, a line of spaced capitals, then “LA VIPÈRE” in very heavy white capitals on two lines, and the address in spaced capitals along the foot. At the right a large line drawing shows a mudguard flap with a rounded lower edge, shaded with fine stippling on its right half and ribbed with radiating lines in its lower part; a small oval plate on it reads “LA VIPÈRE”. At the top of the flap a clip with a round button is drawn grasping the edge of a mudguard, and a bold black arrow at the upper right points toward it; a second arrow points at a round fastener button on the flap’s left side. No artist signature or agency mark is visible.]

[This advertisement shares page 220 of L’Officiel du cycle with advertisements for Stella, Pygmy-Radio, H. Arnaud and Chaluret, each held here as its own record, and others for Marcel Leroux, Anonyme Pratica, Emmanuel Bert et G. de Keravenant and Leon Sauniere.]