Time to Re-tire? Buy Fisk" - Fisk Tires (Life, April 19 1917)
The pattern
This still is filed under Price-anchoring offer.
Define
A higher reference number is shown first so the real price reads as a concession, not as a starting bid.
Mechanism
People judge a price against the first number they see. The anchor must be a real comparison or it collapses.
Verdict
We have a credible reference the buyer will accept
Why it works
The slogan is a pun that does double duty: re-tire as replace your tires and retire as go to bed, which is why the trade character is a boy in a nightshirt carrying a tire. That single joke makes the brand name unforgettable without any product argument. The illustration then runs a scale inversion - giant children, toy-sized city - so the page is impossible to flip past, and the tire sidewalls are used as the only place the product names appear, turning the artwork into the product listing. The value line is phrased as a paradox rather than a price claim, which lets Fisk fight on price without ever saying cheap.
Steal this when
You want a price-value position that does not smell like discounting, and you have a mascot or visual gag strong enough to carry the brand name alone. Put the argument into one paradoxical sentence and let an oversized illustration do the stopping.