LAM May 1954 Advertisement — LAM super-duralumin brake levers with a pure-rubber hand rest, light-alloy caliper brakes and Tour de France rose brake blocks, in French, English and Spanish

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50 años de experiencia – De remombre mundial

50 years experience – Wolrd wide reputation

LAM

Poignée de frein
super-dural munie
du repose – mains
« LAM » pure gomme

Super duralumin
brake – lever with
« LAM » pure rubber
hand-rest

Manija de freno super-dural provista
de punos « LAM » de gomma pura

★

Patin rose, type « Tour de France »
Racing brake blocks « Tour de France »
Zepata de freno tosa del tipo llamado
« Tour de France »

Série super-dural en alliage léger
de très grande qualité (Duralumin)

Ligt alloy « LAM » brakes are
made of Duraluminium

Série super-dural en alcacion ligera
de muy buena calidad (Duralumin)

★

[Lettering on the drawings: “LAM” on the lever body; “BREVET VITTORIA N° 837625” along the lever; “SUPER-DURAL” and “LAM M. DÉPOSÉ” on the brake arm; “LAM DÉPOSÉ” with a star at each end on the brake block]

RENOMMÉE MONDIALE
Ets H. LAMARQUE – 27, rue des PRAIRIES – PARIS-20e

[A ruled advertisement in black and white with a vertical ruled strip down each side carrying a line of text turned on its side: the French-Spanish line at the left and the English line at the right. At the upper left the name “LAM” is set in heavy slanted capitals on a diagonal, crossed by a drawn bow and arrow with scrolled bow tips. Three components are drawn in fine line engraving with stipple shading. At the upper right stands a side-pull caliper brake with a long curved arm, a cable running down to its clamp bolt and two brake blocks. At the left center a brake lever is shown with a hooded handle, a boxed “LAM” mark on the hood and a long curved lever blade. At the lower right a single brake block is shown with a cross-hatched end, a ribbed face and a rubber insert along its base. Text blocks in sans-serif in French, English and Spanish sit beside each part, separated by small black stars. A broad black band across the foot carries “RENOMMÉE MONDIALE” in very wide white capitals with the firm name and address in bold white type beneath. There is no artist signature and no agency mark.]

[This advertisement shares page 92 of L’Officiel du cycle with advertisements for André Bertin and Gourgaud, each held here as its own record, and one for Station-Service Amac.]