Rigid 1953 Advertisement — Molded Aluminum Chain Cases in Three Models

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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 heavy rule that is thickest along the right and bottom edges. “Carter” in heavy italic lowercase and “RIGID” in very heavy capitals share the head line. Three chain cases are drawn in halftone and stacked down the panel, each a long curved shell that sweeps from a wide upper end to a narrow lower tip: the top two are pierced by pierced openings of several shapes around a round central boss, and the lowest is solid with fine diagonal hatching. A short italic caption sits at the lower left of the last drawing. The firm’s name stands in heavy wide capitals near the foot above a line giving the street address, town and telephone exchange in bold condensed type. No artist signature is visible.]

[This advertisement shares page 108 of L’Officiel du cycle with advertisements for Mérat and Luxor, each held here as its own record, and one for Wilman mufflers.]