Life, 1903-12-10 · page 37 of 58
Life — December 10, 1903 — page 37: what you’re looking at
What you’re looking at
This is a **life insurance advertisement** from The Equitable Life Assurance Society, not political satire or a cartoon. The decorative border features candles and ornamental designs suggesting gift-giving or memorial occasions. The ad pitches a financial product to male readers: a "Continuous Instalment Endowment" allowing them to gift $1,000 annually to wives or daughters without depleting capital. The appeal combines **paternalism with financial prudence**—framing life insurance as both generous provision for female dependents and smart wealth-building for the donor's retirement years. The language ("would be an acceptable one to your wife or daughter") reflects early 20th-century assumptions about gender roles: husbands controlling finances and providing for dependent women. The ad positions insurance as simultaneously a gift and an investment vehicle, addressing upper-middle-class male readers concerned with legacy and financial security.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
‘tL as > till New just orror ote,” rtain atute e Al , old. re of more that what d the entle- ve of ne. ama- cissed S| ea Se THE QUITAB HENRY B would be an acceptable one to your wife or daughter, wouldnt it? You can make such a gift without sinking much cap- ital by means of theNew Continuous Instalment En- dowment of the Equitable. And at the same time you ‘" are creating an income fogs Cy your maturer years. as Income may be *100 or $10,000 a year according to the amount you wish to save. 2 PT Al } THE EQUITABLE LIFE ASSURANCE SOCIETY OF THE UNITED STATES 120 Broadway, New York. Dept. No. 27 I would like to receive information regarding a Continuous Instalment Endowment, issued to a per- comicbooks.com