Life, 1912-06-20 · page 27 of 44
Life — June 20, 1912 — page 27: what you’re looking at
What you’re looking at
This is primarily **advertising, not satire or political commentary**. It's a full-page advertisement for Henry Likly & Co., a trunk and luggage manufacturer based in Rochester, New York. The page showcases the company's products—wardrobe trunks, steamer trunks, suit cases—with emphasis on craftsmanship and durability. The central narrative hook is a 50-year-old trunk from 1862 still in working condition, used to demonstrate the company's quality and longevity ("always placing quality before profit"). The only quasi-humorous element is the mild self-congratulation about competing against "rough baggage handlers" and the folksy tone ("Find a Likly mark on the trunk. Then you may be sure that the paint covers nothing to be ashamed of"). This reflects early-20th-century *Life* magazine's business model: *Life* was fundamentally a humor and satire publication that supported itself through advertising. This trunk advertisement simply occupies editorial space, with no political or social satire intended.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Wardrobe Trunks Steamer Wardrobe Trunks Steamer Trunks General Purpose Trunks Dresser Trunks Boot Trunks Hat Trunks Golf Trunks Automobile Trunks —and every kind of guaranteed hand luggage from a portfolio to a Gladstone. A Trunk of Fifty Years Ago ‘THe quaint old Likly Trunk went on its first trip in 1862. It stands ready for active service to-day, proving the value of conscience and skilled hand labor in fine trunk-making. Likly Trunks turn a bold front to rough baggage handlers. Every material is the soundest of its kind. Patient care extends to the smallest and most hidden part. We have built luggage since 1844; always placing quality before profit. Find a Likly mark on the trunk. Then you may be sure that the paint covers nothing to be ashamed of. This Likly Wardrobe Cabin Trunk will carry things with less fuss than any trunk you ever saw before. Takes valet-like care of four men’s suits and an overcoat, or six to eight women's suits or gowns. Plenty of room for linens, underclothes, boots and hats, and umbrella, walking stick or parasol. Likly single strap follower—a_pat- ented feature—keeps everything un- tuffled and easy to get at. Send for our descriptive booklet. HENRY LIKLY & CO. (EGO us) wor IN iG \ Here’s a suit case, built Likly fashion. We WN“ \\ fine furniture makers. It holds together the boards that make foundation boxes for our trunks. Unlike the usual tongue and groove, it won't warp or split. Just an instance of our willingness todo everything toadd quality to LiklyTrunks. Notice how the handle is put on. “rub-joint’” from Has twin locks. Set-in basswood ends make the shape everlasting. One of our best values. Comes with our five-year guar- antee. It ie worth having, especially If you are looking forward to any travel. Rochester, N.Y. New York Showroom—38 East 21st Street comicbooks.com