MAD 1953 Advertisement — M.A.D. accessories for cycles, scooters and cyclomoteurs: lamps, lanterns, tanks, tank caps and an exhaust pot, with parts made to order

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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.A

[A ruled landscape advertisement in black and white, enclosed in a double frame whose corners are drawn as heavy brackets. At the left a tall shield-shaped badge with a deep drop shadow carries the letters “M”, “A” and “D” stacked in large solid capitals. “ACCESSOIRES • CYCLES • SCOOTERS” runs across the head in heavy condensed capitals with “CYCLOMOTEURS” centered below it. A list of six items is set in light rounded lowercase below the headline, to the right of the badge. Ten parts are drawn in line engraving with heavy shading and scattered across the right two thirds of the panel: a ribbed screw cap, a small round lamp with a waffle-patterned lens on a bracket, a pointed lamp housing with a similar lens, a long tapering curved piece with a hatched face, an upright lamp on a forked stand, a tall tank with straps and a cap, a flat round lens, a bent pipe ending in a cylinder, a small oblong plate with serrations, and a black square plate carrying a round lens. A line of slanted capitals, “FABRICATION DE PIÈCES DÉTACHÉES SUR DEMANDE”, crosses the foot above the street address, town, department and telephone line, which are set in a bold roman face and end at the lower frame corner. The firm is named only by the badge at the left. A small agency mark, “PUB. S.O.S.A”, runs upward at the right edge. No artist signature is visible, and no text from the reverse of the leaf shows through.]

[This advertisement shares page 78 of L’Officiel du cycle with advertisements for Barral, Gama and Vynex, each held here as its own record, and others for Fostier, Dissoplast, Actual-Sports, A. Verdier and des Carburateurs Del Lorto.]