Life, 1911-10-19 · page 46 of 48
Life — October 19, 1911 — page 46: what you’re looking at
What you’re looking at
This is primarily a **subscription advertisement for Vogue magazine**, not a political cartoon. The page promotes a $2 subscription to Vogue for six months, framed as "insurance" against expensive fashion mistakes. The pitch claims that women waste hundreds of dollars on hats and gowns they never wear due to poor fashion choices. Vogue's "staff of fashion experts" would prevent costly errors by providing curated designs from "the best designers in the world." The "Four Letters from Readers" are testimonials—likely fabricated or selected—praising Vogue's practical value. One reader claims $500 savings; another appreciates that Vogue eliminates dependence on expensive dressmakers; a third notes it rivals European fashion magazines. The decorative **"V" logos** flanking the headline are Vogue's branding. The coupon offers twelve special issues covering seasonal fashion topics. This reflects early-20th-century consumer culture targeting middle-class women anxious about fashion propriety and wasteful spending.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
-LIFE- $2 Spent for OULD you pay $2 for insurance against costly mistakes 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 cannot be returned. You pay $20, $40, $50 for a hat—three times as much for a gown. Yet how oftcn does hasty selection, an incom- plete stock, or lack of dependable fashion information cause you to wear reluctantly, or even to give away, hats and gowns that cost hundreds! Vocue will put an end to all this. Far from the con- fusion of the milliner’s and dressmaker’s, Vocue spreads before you, not a few hats and gowns from your local stores, but a magnificent display of models from the best designers ‘in the: world. With these ideas presented freshly twice a month, and with Vocue’s staff of fashion experts to advise you on every doubtful point, you will risk no more costly hat and gown failures—and you will be better and more becomingly dressed than ever before! Use the coupon in the left hand corner, enclosing $2. You will receive Vocue for six months (twelve issues), beginning with the Autumn Shopping Number, now ready. WY VOGUE May Save You $400 USE THE COUPON And Receive the Twelve Following Numbers: Four Letters from Readers of Vocug "To the woman of moderate means who must dress well, VoGUE is more than useful -—it is indispensable. Where every dollar counts, a subscription to Vocue is the first thing I should advise a woman who cares about her appearance to buy.” Mrs. » Newport, R. 1. “Ata very conservative guess, I should think I have saved about $500 during the three years of my subscription, by following your advice and planning my gowns in accord with tne best styles of the day. It is not the money tnat I care for, however— but the sense of being aiways better dressed than the women I meet.” Mrs. Boston, Mass. “I think Vocue the finest, most practical magazine published. Thanks to Vocur I am better dressed than many of my friends who depend on the taste of some individual modiste who does not study the individual styles, I do not forget that it must be clever, practical people who edit such a helpful magazine.” Mrs, + Towa, *Vocue is the only woman's magazine in America that is of real interest to gentie- women. Before Vocur made its appear- ance, my friends and I had to send to England and France for our feminine litera- ture. Vocue successfully fills a long-felt want for the ladies of America.” Mr. + Filth Ave., New York. Autumn Shopping, Oct. rgth White and Southem Fashions, Jan. 15th Winter Fashions, . . . Nov. 1st Smart Fashions for Limited Incomes, Feb. 1st Dramatic Number, =. =. Now. 1th Spring Forecast Number, Feb. 15th Christmas Gifts Number, . . Dec. 1st Spring Pattern Number, . . Mar. 1st Christmas Number, Dec. 15th Spring Dress Materials, Mar. 15th Motor Car Number, . . «Jan. ist Spring Millinery, Apr. 1st Please reply promptly—detach and mail coupon to-day VOGUE 443 Fourth Ave. New York City comicbookseem