Rigid 1952 Advertisement — The Rigid Cast-Aluminum Chain Guard

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Carter RIGID

Aluminium moulé

Éts P. JOURLAIT
19, Rue de la Justice, Paris (20e) – MEN 13-17

[An upright ruled advertisement in black on the cream stock, the panel closed by a thin rule with a heavy shadow rule along its right side and foot. The title is set at the head in bold italic sans-serif, “Carter” in upper and lower case and “RIGID” in large letter-spaced capitals. Three chaincases are drawn below one another in halftone, all seen from the outer face and lying with the crank end to the left and the tail curving down to the right. The first is a slender case with a wide open mouth at the chainwheel, the shell shaded with a smooth screen and a raised boss with a round hole at the bottom-bracket position; the second is a deeper case of the same pattern with a broader skirt and a longer slot along the lower run; the third is a plain, fully closed case with no opening, its surface shaded with fine diagonal hatching. “Aluminium moulé” is set in italic at the lower left, and the maker’s name follows in large bold sans-serif capitals with the street, arrondissement and telephone on one line beneath. No second color is used, no signature or agency mark appears, and nothing shows through from the reverse of the leaf.]

[This advertisement shares page 114 of L’Officiel du cycle with advertisements for Gnutti and Canetti, each held here as its own record, and one for the Aurora two-seat saddle.]