Life — April 23, 1914 — page 2: what you’re looking at

What you’re looking at

# Rice Leaders of the World Association This page is primarily **organizational/promotional rather than satirical**. It presents the emblem and membership roster of the "Rice Leaders of the World Association," founded by Elwood E. Rice. The emblem features a shield with the motto "Be Guided by This Foundation" and lists membership qualifications: Honor, Quality, Strength, and Service. The shield imagery suggests aspirational ideals of leadership. The bulk of the page lists dozens of member companies across various industries—typewriters, ammunition, silk mills, furniture, automobiles, and more—representing major American manufacturers of the early 20th century. Rather than satire, this appears to be a **business prestige advertisement**, leveraging Life magazine's reach to showcase corporate membership in what Rice positioned as an elite association of industrial leaders.