Le Verseau 1952 Advertisement — The Push-Button Automatic Cap

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ENFIN !!!
Un bouchon pratique
— et automatique —

« Le Verseau »
Breveté S.G.D.G.

Plus de bouchon conique à arracher avec les dents
La simplicité même d’emploi !!
Il suffit d’une pression sur le poussoir
et le bouchon est en place.
Pour l’enlever, basculer sur le côté par la tête du poussoir.
Chez votre fournisseur habituel

GROS – EXCLUSIF
Eugène BATEL
74, quai du Maréchal-Joffre, COURBEVOIE
Tél. : DÉF. 21-40

[An upright advertisement in black inside a thin rule. The opening word is set at the upper left in large bold sloping sans-serif capitals with three exclamation marks, and two lines of heavy bold sans-serif follow ranged to the right, the second closed at each side by a pair of short dashes and underscored by a long heavy rule. At the upper right the stopper is drawn in plain outline with dotted lines for the hidden parts, shown fitted in the neck of a bottle or a tank that is cut off by the edge of the drawing: a knurled push button on a threaded stem rising from a spring, the stem passing down through a flanged collar into the neck, with two hinged catches at the shoulder and a wire bail curving away to the right. At the left, between two long horizontal arrows pointing at the drawing, the trade name is lettered in a sloping script between guillemets, with the patent line in small roman capitals below it. Six centered lines of light sans-serif give the selling text, the second of them in bold italic. A line of bold letter-spaced slab-serif capitals states the trade terms, and the wholesaler’s name follows across the panel in very large bold sans-serif capitals and lower case of a squared, flat-sided cut. The street address and town are set under it in a light sans-serif, a short rule runs across the panel below that, and the telephone line sits at the right as the last line. No signature or agency mark is present.]

[This advertisement shares page 166 of L’Officiel du cycle with advertisements for Selberg and Solida, each held here as its own record, and one for Treasury bonds.]