Selatex September 1952 Advertisement — Latex-Foam Saddle Cushions, Seated as in an Armchair

— Page 1 —
ASSIS…
comme dans un fauteuil

AVEC LES FAMEUX
COUSSINS DE SELLES
EN CAOUTCHOUC SPONGIEUX

SELATEX

VÉLOS
MOTOS
SCOOTERS
CYCLOMOTEURS

TÉL
MIR 74-58

COUSSINS SPONGIEUX ALVÉOLÉS
SELATEX

160 Av.ue DE VERSAILLES · PARIS
la mousse de pur latex

[An upright advertisement inside a thin black rule, printed in black on the untinted paper. The top corner is a solid black triangle cut off by a long sweeping curve, and the opening phrase runs across it in a broad white brush script on two lines, the first word in sprawling capitals and the second in a sloping lower case that crosses from the black onto the white paper below the curve. To the right of the black field three lines of letter-spaced sans-serif capitals state the selling line, and under them the trade name is set very large in heavy black sans-serif capitals. Down the left side four more words name the machines, one to a line, in bold sloping sans-serif capitals of decreasing prominence. The lower right quarter is filled by a halftone photograph of a single saddle cushion seen from the front and slightly above: a smooth molded top with a long nose and a wide skirted tail, the near side turned up to show the honeycomb of deep hexagonal cells molded into its underside, lit so that a soft shadow falls across the middle. Along the foot and the lower left a loose pen cartoon runs in line only: a pollarded tree at the far left, then a road falling away from the top right to the bottom left with a group of riders coming down it, a bareheaded cyclist in a spotted shirt, a woman standing on her pedals and waving, a cyclist in the middle distance, a scooter, a motorcycle with a pillion rider and a heavy solo motorcycle in the foreground, with speed strokes, tufts of grass and a rounded milestone drawn in. The telephone line sits in two lines of plain capitals on the bare paper under the photograph. At the lower right a solid black box carries a line of white capitals across its head and, below that, the trade name again in large white capitals laid over two large white-outlined hexagons that stand for the cushion’s cells. A black band along the whole foot holds the street address in white capitals at the left and the closing phrase in a white brush script at the right. No signature or agency mark is present.]

[This advertisement shares page 153 of L’Officiel du cycle with advertisements for Packson, F. Durand and Cholain, each held here as its own record.]