Life, 1912-12-05 · page 81 of 116
Life — December 5, 1912 — page 81: what you’re looking at
What you’re looking at
This is **a full-page advertisement**, not a cartoon or satirical piece. It promotes "Likly" brand luggage and trunks, published in Life magazine. The ad emphasizes the company's 68-year heritage (since 1844) and craftsmanship credentials: over 50% of workers have served 10-50 years; materials are carefully selected; products carry a five-year guarantee. Various luggage styles are displayed with prices ranging from $10 to $112.50. The "Trunk Thought" sidebar uses a rhetorical device—imagining someone encountering trunks fresh—to argue that their wardrobe trunk's hanging system prevents wrinkles better than traditional boxes. The tagline "Likly Luggage Asks no favors of the baggage man" suggests the product's durability means it won't be damaged during travel handling. This reflects early 20th-century advertising strategy: linking longevity, skilled labor, and quality materials to justify premium pricing during the Christmas shopping season.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
principe) ileogs, Wwe. 18 SINCE 1844 LTHOUGH it is 68 years since we opened shop, we've never outgrown old- Ai fashioned quality habits. We adopt every I hocasing device that comes along. But for quality’s sake most of the work in luggage-making demands skilled labor. Over 50 per cent of our skilled workmen have been with us for some ten to fifty years. All our materials must be the best of their kind before we will turn them over to these workmen, The diamond-shaped “‘ Likly* trade-mark is an affidavit of durability. Every piece of “Likly” hand luggage shown here is guaranteed for five years, The “Likly” Luggage on this page will help you to solve the Christmas problem An Uncommon Suit Case Here is a stout-hearted traveler. It’s all ready to live up to its fine, . trim appearance. All itches are the A Special Gladstone Here Is Bag Style through-and-through kind. very two-room bag. ” = part is ready for the hardest kind of Notice the three filing pockets on | Jounin” Kit Bae—s service. Guaranteed for five years. | the upper side of this bag. The man slabs Iesther. No stiffening Three selected leathers. Sewed | Wwhowants to carry papers will appre- | exceptin thebottom. It collapses when leather hinges. Light weight bass- | iate this convenience. nd | empty. Filled, it assumes a square wood reinforcement inside the ends is bag is extra strong a shape. Guaranteed for five years. keeps the shapeliness until doomsday. handsome. "Heavy sewed corners: Three leathers and two sizes, Shirt flap inside. Hand-sewed frame. Leather lined | sore details in our booklet. 5 throughout. Guaranteed for five years. % Price: $10.00 Ewe lestherss:, Two eines, ONE Prices: $26.00 to $31.00 booklet tells the details. Prices: $20.00 to $34.00 Ths" bidy? Overnight A Fitted Case for Women Bag Ahandy bagfor a short skip out of The toilet articles shown in this tat Excl teclanee parton : x Roa omy, Oxford bagare sterling lverand are placed Has a hand-sewed frame and plaid rarer te geen pee hs Chae ti teade of genni bs hand-eewed Kreme and pla Unusually full cut. Hand-sewed This case is made of genuine dull serge lining, Guaranteed for five | Eaglish frame. Bottom corners sew- | seal leather of finest quality. Silk yes. edon. Leatherlined. Three pockets. | lining. Deublelccks. Makes a hand- , Comes in six different leathers. Double handles. A convenient long- | some and convenient gift. Guaran- Eighteen inches long. Further details | trip bag. Guaranteed for five years. | teed for five years. Expensive but in our booklet. Six leathers. Three sizes. luxurious. Two sizes. Prices: $16.00 to $27.00 Prices: $17.00 to $29.00 Prices: $110.00 to $112.50 A Trunk Thought: We wish you could imagine you had never owned a trunk. Then you could look all kinds over with a fresh eye. You'd compare the customary trunk with a wardrobe trunk. “ The first one,” you'd think, “is just an elaborate box. I'll have to fold clothes up and jam them in. What a wrinkle collection I'll have at ihe trip's end.” “ But the other one,” your judg- ment would tell you, “is really sen- sible. I hang theclothesin. They goflatintravel. That bars wrinkles.” A “Likly” Wardrobe Trunk certainly keeps out wrinkles. It is really a traveling wardrobe. A single strap securely holds all ae? in place. This patented feature enables you to get any garment you want right away. The trunk shown above will hold from 15 to 18 women’s suits and . gowns or 10 to 12 men's suits, “Likly”” Wardrobe Trunks come in a wide range of finishes, sizes and ine terior arrangements, Prices: $22.50 to $100.00 Our booklet gives further details, (Look for this brass trade-mark on “Likly” Luggage.) fugue che booklet settles, every luggage question. It shows luggage from $5.50 up. We'll be glad to tend you a copy. We'd like to direct you to a shop where you can look over the luggage itself. HENRY LIKLY & COMPANY Rochester New York “LIKLY" LUG Asks no favors of the baggage man comicbooks.com