Life — December 5, 1912 — page 89: what you’re looking at

What you’re looking at

This is an advertisement, not a cartoon. It promotes "Old Hampshire Bond" stationery from Hampshire Paper Co. (Massachusetts). The ad targets gentlemen who need distinctive personal letterhead for private correspondence—distinguished from formal business use. The image shows an elegant desk with leather-bound books, suggesting refinement and education. The appeal is social: proper stationery signals good taste and breeding. The ad suggests that if the recipient finds the stationery aesthetically pleasing, their correspondents will too—implying that quality stationery reflects well on one's character and social standing. This reflects early 20th-century etiquette norms where writing materials were markers of gentlemanly status and propriety.