MAD 1952 Advertisement — Lamps and Accessories for Cycles and Cyclomoteurs

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MAD

ACCESSOIRES · CYCLES · SCOOTERS
CYCLOMOTEURS

Feux
Lanternes
Réservoirs
Bouchons de réservoir
Pot d’échappement
Plaques minéral.que

FABRICATION DE PIÈCES DÉTACHÉES SUR DEMANDE

196, Route de Noisy, ROMAINVILLE (Seine) Tél : VIL. 17-66, 14-75

Pub. S.O.S.P.

[A landscape advertisement in black on the untinted paper, enclosed by a thin rule that is itself set inside four heavy black corner brackets. At the left the trade mark fills a tall black panel with a rounded foot, the three letters reversed out of it in white and reading downward. The two head lines are set in heavy sans-serif capitals, the first with raised dots between the words. Down the left of the open field a list of six classes of goods is lettered by hand in a plain sloping sans-serif, one to a line, the last word abbreviated with a raised ending. The middle and right are filled with ten components drawn separately in line engraving with hatching and some solid blacks, scattered without a ground: a screw filler cap seen from above, a small round lamp with a cross-hatched lens on a fluted mounting foot, a long tapering mudguard with a curled tail lying across the middle, a streamlined lamp body with a cross-hatched lens, a round lens alone, a tall slender lamp or horn with a bracket and a filler, a stirrup-shaped fitting below it, a footboard or pedal rubber with ribbed treading, a cranked tube with a clip, a large cylindrical tank seen in three-quarter view with two strap bands and a filler cap, and at the lower right a number plate blank carrying a round reflector. One line of sloping sans-serif capitals runs under the drawings, and the last line gives the street address, the town and two telephone numbers in bold capitals and lower case. The agency mark “Pub. S.O.S.P.” is set in very small letters reading upward at the right edge.]

[This advertisement shares page 165 of L’Officiel du cycle with advertisements for Rod 88 goggles and New-Map motorcycles and the Rollux voiturette.]