S.C.C.M. 1952 Advertisement — Les Cycles Alphonse Thomann, from the Child’s Bicycle to the Cyclomoteur

— Page 1 —
De la bicyclette d’enfant …

… au cyclomoteur

LES CYCLES
AT
ALPHONSE
THOMANN

Une gamme complète de fabrications

IRRÉPROCHABLES

Société Centrale de Constructions Mécaniques
SOCIÉTÉ ANONYME AU CAPITAL DE 90 MILLIONS DE FRANCS
14-16-18, Rue de Madrid – VICHY (Allier)

SUCCURSALE A MARSEILLE : 105, RUE D’ITALIE – él. LYCÉE 78-85

SERVICE EXPORTATION :
134, AVENUE DE MALAKOFF – PARIS 16e
KLÉ. 69-14 et 61-80

STAND 274 – Tél. LEC. 77-88
Hall du Cycle – Porte de Versailles

Le monde dans sa roue
RIVA-SPORT

CYCLOMOTEUR “Motobloc”

[A wide ruled advertisement in black on the cream stock, the panel closed by a thin double rule. At the upper left a child’s bicycle is drawn as a fine pen line engraving in three-quarter view from the rear left: a small-wheeled machine with balloon tires, a sprung saddle, a rear carrier over the mudguard, a chaincase shroud over the chainwheel, block pedals and a stabilizer wheel on a stay at the left; the drawing is signed at the lower left of the wheel inside a drawn rectangular cartouche reading “Rebour”, the first and last letters carried up as uprights. The two halves of the slogan are set in bold italic sans-serif, stepped down to the right. At the upper right the firm’s mark is a solid black upright oval with the lettering reversed out: “LES CYCLES” across the top, a large interlaced A and T monogram at the center, and “ALPHONSE / THOMANN” below. “Une gamme complète de fabrications” is set in light italic and “IRRÉPROCHABLES” beneath it in bold sans-serif capitals with a rule under them; the ornament or stop that follows “fabrications” did not print cleanly. The lower left is a block of address matter: the company name in heavy condensed sans-serif, the capital line in small letter-spaced roman capitals, then the Vichy address, the Marseille branch, the export service in letter-spaced capitals with swelled initials and the stand, telephone and hall lines. Beside it, at the lower left corner, sits a small black trademark panel showing a globe in front of a burst of rays with a cyclist crossing it, the script words “Le monde dans sa roue” at the top and “RIVA-SPORT” reversed out of a banner at the foot over a hatched band. At the right, “CYCLOMOTEUR” is set in letter-spaced capitals followed by “Motobloc” in a bold underlined italic script inside inverted commas, and under it a cyclomoteur is reproduced in halftone from a photograph, in left side view, with an open loop frame, a sprung saddle, a rear carrier, full mudguards, a headlamp at the bars and the engine unit low at the bottom bracket. No second color is used, and nothing shows through from the reverse of the leaf; in the Marseille line the T of “Tél.” failed to print.]

[This advertisement shares page 96 of L’Officiel du cycle with an advertisement for the Mya cyclomoteur.]