LAM September 1953 Advertisement — Two master strokes: the Lam caliper brake and the Lam brake shoe, on a playing-card motif

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2 atouts
maîtres !

pour satisfaire
le client

SALON DU CYCLE
STAND 309

LE FREIN
QUI STOPPE

LAM

LAM DÉPOSÉ

LE
PATIN
QUI
ACCROCHE

RENOMMÉE MONDIALE

Croupez vos achats chez les grossistes

[A large boxed advertisement in black and white, drawn in bold line work. At the upper left two playing cards are fanned out against a ground of horizontal black stripes: a jack of diamonds in period costume, and behind it a nine of diamonds, with the pips drawn as black lozenges and small corner numerals. A cycle caliper brake is drawn in outline and engraved with “LAM” on its arch and “SUPER-DURAL” along the left arm. It is set so that its adjusting barrel rises between the cards like a card held in a hand, and its two lower arms are drawn as pointing fingers with cuffs. At the upper right “2 atouts maîtres !” is lettered in very large slanted brush script, with “pour satisfaire le client” below it in smaller script, underlined by hand-drawn strokes, and “SALON DU CYCLE STAND 309” in tilted bold capitals. At the lower right a long brake block is drawn in perspective, with a cross-hatched end face, a dotted top, a ribbed base strip, two small stars and the words “LAM” and “DÉPOSÉ” beside a bow-and-arrow mark on its side. Across the lower part “LE FREIN QUI STOPPE” is in heavy sans-serif capitals, and the name “LAM” stands in very large slab-serif capitals, with a flourished swash above it and an arrow with a feathered tail piercing the letter A. “LE PATIN QUI ACCROCHE” is set in heavy capitals at the right of the name, and “RENOMMÉE MONDIALE” is reversed in white capitals out of a black bar beneath. Below the panel’s lower rule a line in light type, “Croupez vos achats chez les grossistes”, is set between thin rules. The right edge of the crop is cut: the final letters of “atouts”, “maîtres” and “satisfaire”, the right end of the brake block and the last letter of “ACCROCHE” are clipped. No signature or agency mark is visible.]

[This advertisement shares page 188 of L’Officiel du cycle with advertisements for Précimax, Sleeping and GAM.]