Life, 1910-04-21 · page 5 of 44
Life — April 21, 1910 — page 5: what you’re looking at
What you’re looking at
This page contains two distinct elements: a whiskey advertisement (left) and a life insurance advertisement (right). **Left side:** A Cascade Pure Whiskey ad emphasizes the product's quality through a "highball made of CASCADE PURE WHISKEY" served at what appears to be a social gathering. The lower image labeled "PICKET DUTY" shows a man standing guard outside, likely depicting a humorous scenario (though the specific satire isn't clear from context alone). **Right side:** An Equitable Life Assurance Society ad addresses fathers about securing their daughters' financial futures through life insurance policies. It uses emotional appeals—suggesting daughters may face hardship after parents die—to promote purchasing insurance that guarantees daughters fixed incomes. The ad targets wealthy readers capable of substantial premiums ($3,000+ annually mentioned). Both ads reflect early 20th-century consumer culture and gender assumptions about women's financial dependence.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
That Birthday of your DAUGHTER SFAAHICH you never forget—and which every year is made so happy for her, by gift and by re- membrance and by celebration—means a good deal in the way of happiness for you too, doesn't it? WF Well—did you ever stop to think that in the natural ccurse of events that daughter will continue to have birthdays and prcbably many of them after you are no longer here to make them pleasant for her? VW More thanthat—she may have birthdays in years to come A Highball amadetot on which she knows privation and want and suffering—not alone , ighball made of for herself but for er daughter—or son—Happens every day— { CA SCA D E You have only to look around in your own community to see somebody's daughter celebrating (2) her birthdays just that way. PURE WHISKY VW Do you know that the Equitable has a certain new form of shows that the use of a pure, rich, policy especially designed to provide for daughters—for the pro- mellow whisky with mit or . ‘ : i plain water produces a rich, mellow tection which they peculiarly need—and by means of which you result. can arrange that every year—on her birthday—she will receive Original bottling ld gold label, ** a certain fixed income so long as she lives? \> No, you had not GEO. A. DICKEL & CO., Distillers heard about it? 2 Well, it is so. WF A policy which provides NASHVILLE, TENN an income which will be so safeguarded that discounting, or hypothecating, or assigning it will be practically impossible—an income which will be certain—which cannot be lost—which her husband cannot take from her—an absolute income which in amount may be only pin money for her mou—but which some day may mean roof and bread and butter to her—an income so permanent that it may at last bridge the difference between dependence and independence on the final birthdays of her life— a policy worth looking into, don’t you think so? 7 We do—and are willing to lay the facts before you and let you be the judge whether your daughter should be the beneficiary under one— Good for wives too. V7 A certain prominent man in the Middle West recently took one of these policies providing $5,000 annual income for his wife and $2,500 annual income for each of his five daughters, payable to each so long as she lives. Ye ~Youmay not be able to provide this amount of income, but the smaller the income that you can provide the more the necessity for having it. Send for THE EQUITABLE LIFE ASSURANCE SOCIETY MAN NOW!—TO-DAY!—You don’t know—it may already be too late for you to make this birthday provision for your daughter. THE EQUITABLE LIFE ASSURANCE SOCIETY OF THE UNITED STATES “Strongest in the World”’ The Company which pays its death claims on the day it receives them Paul Morton, President, 120 Broadway, New York City PICKET DUTY ACENCIES EVERYWHERE! Nose in your town? Then why not tecouumend seme good maa—or womas—te, us, to represent ws there?” Coeal ‘coportunites to-day ia Life Innurance work for the Equitable. comicbooks.com