Life — September 15, 1910 — page 2: what you’re looking at

What you’re looking at

# Knox Hats Advertisement This is primarily a **commercial advertisement** for Knox Hats, a real American hat manufacturer established in 1838. Rather than a political cartoon, it's a marketing campaign using historical imagery for brand prestige. The illustration shows six men in formal dress spanning generations—labeled "1840" to "1910"—representing a family lineage from great-great-grandfather through son. Each wears a Knox hat, visually arguing the product's longevity and respectability across American history. The accompanying text claims Knox hats have been "The Standard Since 1838" and were "Sold in Every Civilized Country in the World." This reflects early 20th-century advertising strategy: linking consumer products to tradition, social status, and generational continuity to encourage purchases among aspirational middle-class readers of *Life* magazine.