Life — January 22, 1914 — page 3: what you’re looking at

What you’re looking at

# Page Analysis This page is **primarily advertising** interspersed with brief editorial content, not political satire. The main illustration shows a demon figure from Japanese folklore ("Raiden, God of Storm") threatening children—used metaphorically to introduce an advertisement for **Exide Batteries**. The copy equates electricity's mysterious power to the demon, then pivots: modern science has "boxed in" this wild force into practical storage batteries for electric vehicles. Below is a **Nicholls Scotch Cream whiskey advertisement** featuring a figure in Scottish dress. At bottom, a brief humor piece titled "He Still Had It" about real estate salesmanship. The page reflects 1914 advertising strategy: using striking imagery and pseudo-scientific language to market new technologies (electric vehicles, batteries) to consumers unfamiliar with electricity.