Edmund Dulac’s Tanglewood Tales: Jason Choosing Tiphys for the Voyage of the Argo Edmund Dulac’s illustration...
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Fortuna, the Roman goddess of luck, represents the unpredictable turns of fate—but here, with a Michelin tire beneath her foot, she gains a sense of stable assurance. The inscription below claims Michelin as the only brand that adapts to the wheel of fortune, a message reinforced by Fortuna’s palm leaf, symbolizing triumph. In contrast, a melancholy nymph clutches a different tire, her expression suggesting the misfortune that comes without Michelin’s reliability.
This clever use of classical allegory serves as an elegant piece of early advertising. Though unsigned, the poster is attributed by Zagrodzki to Édouard Michelin—a trained painter and co-director of the Michelin company alongside his brother André. Their fusion of fine art with marketing strategy exemplifies how symbolic imagery was used not only to sell products but to elevate their perceived importance in everyday life.
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