Rigid May 1953 Advertisement — The Rigid molded-aluminum chain guard, three guards shown, with no vehicle named

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Carter RIGID

Aluminium moulé

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

[A ruled advertisement in black and white, framed by a thin rule at the left and a heavy shadowed rule at the right and bottom. “Carter” stands at the upper left in heavy slanted lowercase italic and “RIGID” beside it in wide heavy sans-serif capitals. Three chain guards are drawn in halftone from photographs, stacked down the panel and each offset to a different side. The first, at the upper right, is a curved guard with a pointed forward end and several open cut-outs of different shapes around a round hole. The second, in the middle of the panel, has the same outline and cut-outs in a lighter tone. The third, at the bottom left, is a plain solid guard with a long flat top and a downward curve, shaded with fine diagonal lines and bearing no openings. A short line in light slanted type, “Aluminium moulé”, sits below the third guard. The firm name “Éts P. JOURLAIT” runs across the foot in heavy wide capitals, with the street address and telephone line beneath it in condensed capitals. No artist signature or agency mark is visible, and no text from the reverse of the leaf shows through.]

[This advertisement shares page 77 of L’Officiel du cycle with an advertisement for Silencieux Wilman.]