Wippermann September 1953 Advertisement — Wippermann chains for automobiles and cycles, with bicycle pedals and Sport pedals

— Page 1 —
HAUTE RÉSISTANCE ! MINIMUM D’USURE !

ACIER AU MEILLEUR ALLIAGE

W

CHAINES
pour
AUTOMOBILES

WIPPERMANN

CHAINES
pour
CYCLES

PÉDALES
POUR BICYCLETTES

PÉDALES
” SPORT ”

DISTRIBUTEUR POUR LA FRANCE
Ets LACHÈVRE 17, rue LAMBERT (18e) — MON. 55-32
et au Salon : HALL du CYCLE, Stand 317

[A wide ruled advertisement in white on solid black, laid out on diagonals, with a plain ruled line along the foot. Across the head “HAUTE RÉSISTANCE ! MINIMUM D’USURE !” runs in slanted, hand-cut display capitals on a white band. At the upper left an eight-pointed star in white outline holds a ringed letter W as the maker’s mark. Two chains cross the field as line-engraved drawings: at the left a wide triple-strand chain with long side plates and rollers, drawn on a diagonal rising to the right, and at the right a single bicycle chain with round-ended links and pins, rising steeply toward the upper right and running off the right edge. Between them the name “WIPPERMANN” climbs the diagonal in very large heavy white capitals, with “CHAINES pour AUTOMOBILES” above it and “CHAINES pour CYCLES” below it in slanted capitals with small script between. At the lower right two pedals are drawn in white outline with hatching: a rubber-block pedal with a knurled cage and a threaded spindle, and below it a flat sports pedal in side view with a slotted cage, each with a bold label at the right. At the foot, outside the black ground, the distributor’s line is in small capitals over the name “Ets LACHÈVRE” in large thin condensed capitals, with the street, telephone and stand lines in a lighter sans-serif. A small boxed agency mark reading S.O.S.P. stands sideways at the lower right edge; it is an agency mark, not an artist signature. A black bar with a stippled lower edge runs across the top of the crop; it is the foot of the neighboring advertisement. The right edge appears trimmed close, so the exclamation mark and the end of the chain touch the edge.]

[This advertisement shares page 144 of L’Officiel du cycle with an advertisement for E.D, held here as its own record.]