Life, 1914-02-12 · page 42 of 44
Life — February 12, 1914 — page 42: what you’re looking at
What you’re looking at
This is a **full-page advertisement for Vogue magazine**, not a cartoon. It's a subscription pitch dressed up as practical advice. The appeal targets women worried about making expensive clothing mistakes—buying hats or gowns they'll never wear. The ad promises that for just $2, subscribing to Vogue's special fashion issues will "insure the correctness of your whole Spring and Summer wardrobe," potentially saving $200 in wasteful purchases. The copy lists twelve upcoming Vogue issues (February-August 1914) covering everything from spring patterns and millinery to "Smart Fashions for Limited Incomes"—explicitly acknowledging that not all readers have unlimited budgets. **Historical context**: This reflects early 1900s consumer culture where fashion magazines positioned themselves as essential guides preventing costly wardrobe errors. The "limited incomes" issue shows Vogue was expanding beyond ultra-wealthy readers to middle-class women managing household budgets. The subscription offer was aggressive: they'd extend service if paid upfront.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
$2 INVESTED IN VOGUE MAY SAVE YOU $200 The gown you buy and never wear is the really expensive gown! Hats, suits, negligees, that just miss being exactly what you want, aré the ones that cost more than you can afford. Why take chances again this year when by simply sending in the coupon and at your conveniencé paying $2—a tiny fraction of the loss on a single ill-chosen hat or gown—you can insure the correctness of your whole Spring and Summer wardrobe? Before spending a single dollar on new clothes, before even planning your Spring wardrobe, consult Vogue's five great Spring Fashion numbers! Beginning with the Forecast of Spring Fashions they follow now one right after the other! In the next few months— the very month in which these numbers appear—you will be select- ing your entire Spring wardrobe and paying out hundreds of dollars for the things you select. For $2.00—a tiny fraction of your loss on a single ill-chosen hat or gown—you may have before you at this important buying season all five of these special Spring Fashion numbers. Not only that, but far into the Summer, the other numbers that follow them. Here are the twelve numbers of Vogue you will receive Forecast of Spring Fashions February 15 Brides May 15 Complete, accurate review of the mode of 1914 Spring Patterns March 1 Working models for one’s whole Spring and Summer wardrobe. Spring Millinery March 18 The newest models in smart hats, veils and coiffures. Sering Fashions Aprilt The last word on Spring gowns, waists, lingerie and accessories = ‘Smart Fashions for Limited Incomes, April 15 First aid to her who must dress smartly on a moderate income. Interior Decoration of Summer Homes, May 1 A journey “thro’ pleasures palaces,” Newport and elsewhere. Late Spring fashions and special bridal interests. Sammer Fashions June 1 The final showing of the Summer modes that will be. European and Travel Jane 15 ‘Where to go, how to go, what to wear and how to wear it. Hot Weather Fashions Jaly 1 The correct wardrobe and equipment for all outdoor sports. esses July 15, ‘The fine art of entertaining, indoors and out. London and Paris Seasons August 1 ‘What is going on in the beau monde abroad. The Forecast of Spring Fashions Number — is already on the newsstands. You can, of course, get it and all the others from your newsdealer. But you will have to act quickly—the demand always clears the stands in a few days! If no newsdealer is near by, or if you have any trouble at all getting Vogue, regularly make sure of your copies now by sending in this coupon. All you have to do is to write your name and address, tear off the coupon and mail to Vogue. If you wish to enclose the $2.00 and save us bookkeeping, we will show our appreciation by extending your subscription to include the Children’s Fashions Number of August 15th, making thirteen numbers instead of twelve. If more convenient, send coupon without money. Your subscription will then start with the Forecast and continue through the next eleven numbers. Bill will be sent you on March Ist, omicbooks.com