Life, 1911-05-04 · page 6 of 56
Life — May 4, 1911 — page 6: what you’re looking at
What you’re looking at
This is **not** a satirical cartoon page, but rather a **straightforward advertisement** for Vogue magazine. The ornate "VOGUE" masthead features stylized illustrations of fashionable women in various poses—typical Art Deco design elements common to early 20th-century fashion magazines. The ad's pitch targets women concerned about expensive clothing mistakes: for $4 per year (24 issues), Vogue promises to provide fashion guidance from "best designers in Paris and New York," helping subscribers avoid costly wardrobe errors. It emphasizes that expensive gowns bought unwisely are wasteful, and Vogue offers "insurance" against such mistakes. The subscription coupon at bottom offers an added incentive: $1 in free pattern coupons if ordered before May 15th. This reflects genuine consumer anxiety about fashion purchases and Vogue's positioning as an expert, trusted advisor for affluent women's clothing choices.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
GENTLEWOMAN’S MAGAZINE $4 Spent for VOGUE May Save You $400 OULD you pay $4 for insurance against mis- takes in the choice of your hats and gowns? The really expensive gown is the gown you buy and never wear; the really expensive hat is the hat you wear only because it is bought and can’t be returned. You pay $20, $30, $40 for a hat, three times as much for a gown. And how often does hasty selection,-an in- complete stock, or lack of dependable information, cause you to wear re- luctantly, or even to give away, hats and gowns that cost hundreds ! VOGUE puts an end to all this. Far from the confusion of the mil- liner’s and dressmaker’s, VOGUE spreads before you not a few hats and gowns from your local stores, but a splendid display of models from the best designers in Paris and New York. With these ideas presented freshly twice a month, and with VOGUE'S staff of experts to advise you on every point, you will be even more smartly dressed and will risk no costly hat or gown failures. Join to-day the most smartly dressed women in America—the wo- men who subscribe to VOGUE. By paying $4 a year as they do—a tiny fraction of your loss on only one ill- chosen hat or gown—you will have VOGUE at your side the year round; you will be sure of distinction in your dress, and you will practically ensure yourself against costly mistakes in the choice of your wardrobe. VocuE, 443 Fourth Avenue, New York. For the $4 enclosed send me VoGUE for a year (24 numbers). It is a condition of this order, if mailed before May 15th, that I re- ceive free of charge $1.00 worth of VOGUE Pattern Coupons. Name.. Street. Use the coupon opposite. Tear it off, fill in your nameand address, enclose $4, and mail it to-day. comicbooks.com