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Life, 1913-12-04 · page 79 of 112

Life — December 4, 1913 — page 79: what you’re looking at

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Life — December 4, 1913 — page 79: Life, 1913-12-04

What you’re looking at

This is primarily a **product advertisement**, not political satire. The page promotes "Likely" brand luggage through detailed explanations of manufacturing superiority. The humorous element—suggested by the cartoon of luggage scattered after a train collision at the top—plays on the **anxiety of 1910s-era travelers** about baggage handling. The ad's tagline, "Asks no favors of the baggage man," appeals to travelers' concerns about rough treatment by railroad workers. The advertisement emphasizes durability through technical details: reinforced jute-composition cardboard, steel handles, quality varnish, and robust construction methods. The repeated phrase "Likely" Luggage promises reliability without depending on gentle handling. The secondary mention of the "Likely Country Club" bag suggests these products were marketed as aspirational, fashionable goods for affluent travelers—appealing to Christmas gift-giving among the wealthy. The satire, if any, is gentle mockery of traveler anxieties rather than social critique.

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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

EARS LLIPE AHR Hi How the trip seems to the average luggage Below are some of the points which explain why “Likly” Luggage is the most durable made. Read these best of reasons why ‘ ‘Likly” Luggage “Asks no favors of the baggage man.’ To back leather in hand luggage, cardboard is used. Plain pulp pasteboard is commonly employed. The board used in “Likly” Hand Luggage is of a jute composition. We import it and are the only American luggage makers who use it, In the cut above, one end of a picce is pulled loose to show the 17 to 25 layers of stout paper, which pressed together give it exceptional strength. This board bends but never break: We would not dare to guar- antee all “Likly” Hand Luggage for five years if we used the Gi Pp pasteboard. ce - Makers of fine furniture taught us the rub- joint method of joining board. We use it cn- tirely in making the foundation boxes for “Likly” Trunks. Unlike the usual tongue-and- groove joining, it does not warp or split Every protecting slat used on “Likly” Trunks is carefully varnished before put on. When the trunk is completed, an- pther coat of varnish is given the entire sur- face, This insures a (EN rmanent and smooth nish, The handles on “Likly” Hand Luggage never grow limp or wear out with old age or mauling. We use steel-form handles on practically all our bags and suit cases. “D" shows the fin- ished handle. Note how securely the two steel ends are turned inside and wired to- gether. The top part “C” is clamped on. Anothr thing: This steel handle is riveted to the bag. A seaman's tug-of-war couldn't yank it out. The paint used on “Likly” Tru. ss is made of pure linsced oil and special colored leads ground in pure oil. Our paints cost us 60 per cent, pore than the kind commonly used The extra wear is more ric. 2 The top of every “Likly” Wardrobe Trunk consists of two layers of 3-ply basswood, filled between with a solid block of wood cut to a tight fit. ‘A common way of making these tops is shown in Figure 2, A small block is nailed between the upper and lower veneer. Both finished tops look the same, but the skimped one would never stand a head-on collision with a “Likly” Top. with a steel. alrus grain. The concealed lock i : Interior is lined with plaid serge. Le pockets on one side. proof pockets. Amateur sewing circles good-looking hand luggage press Companics and Father Time be merci ful when the travel comes! All “Likly” Hand Luggage is given double flat side sewing. The one cdge is folded inst the other, Through stitches make them practically one piece. (Sce Figure 1). Figure 3 represents the old welt method of workmanship. ure 2 pictures the com- mon so-called “ edge—certainly noth- ing for France to boast about. Figure 1 shows the special “Likly” corner protector used on our upper trunk lids. It is a one-piece device. It makes the rigid. Commonly two small caps They are dashing and brassy, but shaky in the joints. ink is “fibre bound” we mean the best hard oulcanized fibre—not the common pulpy kind. A fir man’s hose couldn't wet “Likly” fibre through Nor could it defy fire more completely. We place this brass trademark upon cach picee of our luggage. It promises almost end- less. service. Our catalog, which gives details of widest and most durable line of luggas 1, has often been referred to as age Encyclopedia.” Send for a copy. will help you in your Christmas planning We will also tell you the name of the near- the Likly Country Club—is probably most-asked-for oxford mported pigskin, embossed ame is of English wrought : K at the 3 folio The other side has 8 moisture- They make snug containers for comb, brush and other toilet articles. Every " trade-mark YEAR é which has no equal of this hands “C lu: Gew-gaws are —_ losin e Mg dealers. vogue as Christmas gifts. This bag will make you ‘an up-to-date Santa Claus. *Likly C Two size You will find this Country Club Ba; y is tagged with our and anied by the “Likly NTEE. Two sizes, 18-inch, $15.00; 20- rgain and a brute for wear. ast Indies, the water buflalocs grow hide for wear, We have secured some e Caraboa hide and from it make a de try Club.” You should sce this bag at your 18-inch, $25.00; -ineh, $0. ther only in the de luxe “Likly