Fortuna, Roman goddess of good and bad luck, embodies the capriciousness of destiny—but with a Michelin tire under foot, she is bestowed with reliable security. The text at bottom announces that it is the only brand which adapts itself to the wheel of fortune, and Fortuna underscores this point with a palm leaf in her hand: a symbol of victory. And clearly, those without Michelin tires are destined to a much more dour fate, as exemplified in the forlorn and wistful look of the nymph with the non-Michelin tire. It's a compelling use of allegory for advertising purposes. Zagrodzki attributes this unsigned poster to Édouard Michelin, an established painter of the period—and co-director of the Michelin company with his brother, André (Livre de l'Affiche, p. 30).
Imp. Moderne M. de Brunoff, Paris
literature: Livre de l'Affiche, p. 30; Discount, p. 93; Bicycle Posters, 60; PAI-LXXIX, 91
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