So implies this ad for Goodyear Tires from the August 2, 1937 issue of Life. Everyone looks depressed about the fact that the boy’s in a wheelchair, from the boy himself to his sister and even the dog. I’d be kind of depressed too if I were teetering on the edge of a porch [notice that Sis has one leg up on a step] without a freakin’ guard rail.

Besides the equation of wheelchair use and complete cessation of enjoyable life, also note ad’s use to guilt to sell you tires: "Buy these tires or your son will end up CRIPPLED and MISERABLE because YOU didn’t by blow-out-proof tires."

Thank you, Gallery of Graphic Design, for this ad, along with an endless bounty of other 20th-century ads.