Peugeot September 1952 Advertisement — The Back Cover: Bicycles of Total Rustproofing

— Page 1 —
Peugeot

PRÉSENTE AU SALON
SES NOUVELLES SÉRIES DE BICYCLETTES*
“INOXYDABILITÉ TOTALE”

1

* Ces bicyclettes
sont garanties
2 ans contre toute
oxydation

1. Modèle PX.40 “INOX” LUXE
2. Modèle PHX.60 “INOX” Ht. LUXE

2

CYCLES
Peugeot
BEAULIEU-VALENTIGNEY

[The back cover, a full-page advertisement for Peugeot printed in grass green and black on cream paper. A broad green band across the head, its lower edge cut by a long sweeping curve, carries the word “Peugeot” very large in white script with the lion-tail flourish on the capital letter. Below it the claim is set in three lines of sans-serif capitals that step down to the right: “PRÉSENTE AU SALON” in black on the cream, then “SES NOUVELLES SÉRIES DE BICYCLETTES” with a green asterisk after the last word and, under it, “INOXYDABILITÉ TOTALE” between typographic quotation marks, both reversed out in white on heavy black bars set at a slight tilt. A long thin green curve sweeps from the upper right across the page to the lower left and runs behind the whole design. Two halftone photographs, each framed in black on a gray studio ground, show the machines in full profile. The upper one, at the left, is numbered 1 in white in its top right corner and shows a touring bicycle facing right with a sprung saddle, a rear carrier, a pump on the seat tube, full mudguards, a chain guard and a dynamo at the front wheel. The lower one, at the right, is numbered 2 in white in its top right corner and shows a lighter bicycle facing right with dropped-shape bars turned up, a bottle or pump on the frame, mudguards and a rear carrier. Between and to the right of them a block of bold sans-serif lower case, headed by a green asterisk, reads that the bicycles are guaranteed two years against any oxidation, and beneath it two lines of smaller capitals name the models PX.40 “INOX” LUXE and PHX.60 “INOX” Ht. LUXE, the second with a raised t after the H. At the foot, a green shape like a half ellipse carries “CYCLES” in white capitals over “Peugeot” in heavy black script, with “BEAULIEU-VALENTIGNEY” in small white capitals below. At the lower left corner, clear of the green, sits a small black rectangle holding an octagonal cartouche with an interlaced monogram reversed out in white, too small to be read. Faint show-through from the reverse of the leaf crosses the cream ground at the upper left and along the left margin.]