Life, 1913-12-04 · page 17 of 112
Life — December 4, 1913 — page 17: what you’re looking at
What you’re looking at
This is a **Waltham Watch Company advertisement**, not satire or political commentary. The page depicts a Christmas morning scene: a woman in a nightgown peers downstairs to discover whether Santa has left her a Waltham Watch as a gift. The "joke" or appeal is gentle and straightforward—the ad suggests that a quality watch makes an ideal, memorable Christmas present that will provide "years of accurate service." The romantic illustration (a woman in classical dress) and the early-morning scenario create an emotional connection to the product. The advertisement also targets gift-givers ("helpers of Santa Claus"), encouraging them to choose Waltham's "Riverside series" watches available at jewelry stores in various styles and price points. The company offers a free booklet upon request. This represents typical early 20th-century luxury goods advertising, appealing to middle and upper-class readers of *Life* magazine through sentiment and lifestyle association rather than satire.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Christmas Dawn Suggestion Very early Christmas morning, as soon as the gray light begins to steal into your room, we suggest that you tiptoe softly down stairs and see for your- self whether Santa Claus has been so kind and discerning as to give you a Waltham Watch May we also suggest to the many thousand helpers of Santa Claus that a Waltham Watch «will excite ig the recipient's unique thrill of pleasure which’will. be made good by many years of accurate service and the satisfaction of possessing the best of its kind. The greater number of watch buyers will do well to favor the Riverside series of Waltham Watches. There are styles at varying prices for men, women and youths. They are to be had at good jewelry stores generally. We will gladly send you free on request our Riverside booklet. Waltham Watch Company, Waltham, Mass. Nc SSC OE) TSS Die = wi Ge