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Life, 1914-05-21 · page 33 of 52

Life — May 21, 1914 — page 33: what you’re looking at

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Life — May 21, 1914 — page 33: Life, 1914-05-21

What you’re looking at

This page is primarily **advertising**, not satire. It promotes "Likly" brand luggage (trunks, suit cases, and bags) from Henry Likly & Company of Rochester, New York. The "cartoon" element is educational rather than satirical: a diagram showing how much clothing fits into a Likly Wardrobe Trunk compared to old-style trunks. The humor is gentle—the "fan-tods" (nervous anxiety) about vacation packing was a relatable 1914 concern. The sales pitch emphasizes practical benefits: wrinkle-free garments, durability ("5 Yr Guaranteed"), and cost savings. A notable detail: the "Country Club Bag" includes a joking reference to income tax, suggesting this product targets relatively affluent travelers worried about taxation—likely referencing discussions around the newly-enacted federal income tax (1913). The page reflects pre-WWI consumer culture, when quality luggage was a significant purchase for leisure travel among the middle and upper classes.

📄 Transcribed text from this page (OCR, searchable)

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

IE ARRON PTR TTT oie 933 & SOX ie vie al Shirt Wash Dress Neckwear — Oddaand Ende Lock For Val Fanaa Odds an: EES || panes Mrs Browns Lingerie Eto Fewer A Hat Box iad Prower Sy LAA ‘Shoes How to make a good vacation better (and save $4.10 in the Bargain) Fan-tods! You've had them. They come on the night before vacation. You gather up your things. You bring out your old-style trunk. You start to pack. ‘ou jam. You crowd. You squeeze. And still you have to lock up leaving out much you wished to take along. That's the aggravation which brings on the fan-tods. In this summer of 1914 A. D. it is time you banished them. e diagram above is conservative. It shows what a regular-size “Likly” Wardrobe Trunk will carry without crowding. Any “Likly” dealer will gladly demonstrate. Yet this trunk is no larger than your old one. How can it hold so much? Because every square inch is planned out. Our strategy board attends to that. And the eed At the trip’s end each gar- r ment comes out as un- wrinkled as when you hung it in. “Likly” Runabout i” every gan ‘Wardrobe !‘Tranke ment would need pressing at the end of the trp. Assume the moderate charge of 50c. for each suit, heavy coat, or gown, and 15c. for each skirt * or pair of trousers. Leaving out the two raincoats, low for some simple six shirtwaists, and the mackinaw, your bill would be $4.10. arithmetic. Suppose you took the clothesabove in a regular ith- out doubt omer: Thus it takes only a few trips for a “Likly” Wardrobe Trunk to save its entire cost. Do you wonder that we are now called upon to produce over 75 different models of “Likly” Wardrobe Trunks? Besides the tegular dee; wo proce exta-deop wardioboy small wardrobes and steamer wardrobes. All come with our unqualified guarantee covering 5 years. ‘At the lower left we show one of the small "Likly” Run: It is particularly useful for short tnps. A. beead sew seodalihis year about wardrobes, Has a never-say-die constitution, Our new patented fol- lower holds every garment snugly in place. One press, one click—and your garments are packed or ready to unpack. Carrying capacity is 3 or 4 suits and a heavy coat or cloak. “On the other side are the usual drawers. Every “‘Likly” Trunk foundation is of basswood. Strongly reinforced at each slamming point by “Likly” corner caps and angle protectors. See “Likly” Trunks in our catalog ood “ et dealer's. ‘Wardrobe Tro a priced from $20.00 to $85.00. Other “Likly” Trunks, $5.25 to $32.00. Send now for our catalog. Here's a bag handsome enough for the idle rich, yet low-priced enough for the man who wonders if “Likly” Country Club Bag he'll ever have to. pay an Income Tax. We call it the “Country Club.” We make it of prime-stock imported pigskin. Then we emboss it with a walrus grain. The lock is English and placed out of sight. Like all “Likly” Hand Luggage, this bag is guaranteed for five years. Prices, 18-inch, $15.00; 20-inch, $16.50. Comes also in de luxe Carabao stock—a downright brute of a leath for wear. Prices: 18.inch, $25. 20-inch, $27.50. Consult your dealer “Likly” Virginia Suit Case Let the Baggage Man heave this suit case about to his heart's content. As they say with a wink in Bost The worrying ts entirely yours.” Constructed of the stoutest cowhide. Built on imported foundation board. Extra strong handle. Handsome lining and shirt fold. “Likly” Suit Cases come in an al- most endless number of models, All are guaranteed for five years. See them at your dealers. Prices $5.00 to $3 This brass trade mark is on ever iece of “Likly” Luggage. It st BeF0 eurn‘ol capertoee: fa: prodoc: ing the highest grade of loggege-- art @ five year guarantee. The “Likly” catalog belongs with ‘our time-tables and other travel_in- Tormation. Contains 128 pager, De- scribes the most varied line of luggage produced, Send today for a copy. HENRY LIKLY & COMPANY Rochester, “TL | 5 Yr GUARANTEED — SES no frvors of the baggage m Poca re ted