Life, 1904-03-03 · page 36 of 38
Life — March 3, 1904 — page 36: what you’re looking at
What you’re looking at
This is primarily a **shoe company advertisement**, not political satire. The page promotes Regal Shoes' rapid expansion from one store to 72 locations. The illustrated figure is a well-dressed dandy or gentleman in top hat and formal wear, striking a theatrical pose on a pedestal labeled "THE REGAL—THE SHOE THAT PROVES." The character embodies the aspirational fashion message: that affordable quality shoes (sold at wholesale prices, "tannery to wearer direct") allow working-class men to dress like gentlemen. The satire is gentle commercial humor: the exaggerated, self-satisfied pose mocks the pretension of fashion while selling it. The caption's pun—"Begorra—I'd be happy if I could only get a Regal on"—uses an Irish accent stereotype for comedic effect, targeting working-class immigrants as the intended customer base. This reflects early 20th-century direct-to-consumer retail marketing and the democratization of fashionable dress through chain stores.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
OEY aativee ne From One Store to Seventy-Two Fifteen new Regal Stores this Spring—and more coming Twenty Regal Stores in the metropolitan district of New York Six-dollar shoes at the whole- sale price—THAT’S WHY Tannery to wearer direct— THAT'S ¥ ~ Yigg.” “, ] Zo HOW MEN'S STORES NEW YORK CITY 43 Cortlandt St. 11S Nassau St., bet, Ann and Beekman 291 Broadway, cor. Reade St. 785 Broadway, cor. 10th St. 1211 Broadway, bet. 29th and 30th Sts. 1341 Broadway, opp. Herald Building S07 Eighth Ave., bet. 35th and 36th Sts, 125th St.. cor. 7th Ave. 2280 Third Ave.. S. W. cor. 124th St 338 Sixth Ave, S. E. cor. 21st St BROOKLYN 357 Fulton St., opp. Montague St 1h1 Broadway, near Bedford Ave bet. Ditmars St. and Wil JeRsey cry 66 Newark Ave. NEWARK, ML J 841 Broad St., opp. Central R. R. of N. J. WOMEN'S STORES NEW YORK CITY 166 West 125th St. 785 Broadway, cor. 10th St 1339 Broadway, opp. Herald Square 338 Sixth Ave., cor. 21st St. Mail Orders will receive prompt and careful attention