Life, 1914-10-15 · page 45 of 48
Life — October 15, 1914 — page 45: what you’re looking at
What you’re looking at
This page is primarily **advertising content** from a WWI-era *Life* magazine, framed by editorial commentary about wartime advertising. **The Editorial Context:** The left column discusses how advertisements provide mental stimulation during economic hardship—"starving men get consolation from visions of food." The magazine announces it's adding four pages of editorial content despite wartime cutbacks, positioning itself as confident in America's economic future. **The Main Advertisement:** The large "Cat's Paw Cushion Rubber Heels" ad features a black cat and promotes rubber shoe heels with a "Foster Friction Plug" that prevents slipping. The copy emphasizes "Safety First"—a contemporary progressive-era slogan. **Supporting Ads:** Include Evans' India Pale Ale and Brown Stout (British beverages, likely illustrating continued transatlantic trade despite the war). **The War Note Cartoon:** Shows "Heavy Firing"—a humorous sketch of a woman in a chair, likely depicting domestic life during wartime rationing or labor shortages. The page reflects WWI-era consumer culture and how advertising sustained morale during economic uncertainty.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Advertisements T is unfortunate that one of the effects of the war is to curtail the advertisements. Many of us had ac- customed ourselves to depend upon advertisements for the literary enter- tainment we failed to get in the text pages, It is still considered a duty in some quarters to cultivate one’s mind at odd moments, and a few of us still manage to do this by dabbing at the standard books. But the art of creat- ing advertisements has been carried to a high pitch of perfection in this coun- THaT try. It is, perhaps, the most successful ‘osTer Plus art we have. To have it crippled, even temporarily, is, therefore, a real mental hardship. Especially do we need the lure of advertisements in a period when many of us may not feel that we can afford to buy. Starving men get consolation from visions of food. Just hecause we cannot afford to he as extravagant as we like seems to be no reason why we should not have the privilege of having our desires stirred by turning over the advertising pages. CUSHION HEEL pOsTER RUBBER t eevee F you are an advocate of “Safety First’? then 7 Foster Orthopedic Heel is a boon to weak arches— In connection with this, the follow- you will wear Cat’s Paw Rubber Heels. They cstends under the shank of ing announcement, recently issued by will be your choice because of the. Foster, ths shes =sives a firm sum port to the arch. 7s¢ at- the advertising department of Lire, is = | Friction Plug which prevents slipping—makes acted of your dealer—or interesting : LIFE : To Tue Front No holes to track mud or dirt. And the Foster Friction One of the reasons why Lire is Plug gives that crisp, little click to your step which keeps in the advance guard of magazine you out of the “ gum shoe ” cl success is because of its ability to foresee and its courage to do. Effective with September 3rd issue (on press), Lire adds a four-page editorial form to each issue, increasing the reader's value Foster Rubber Co., 105 Federal St., Boston, Mass. 20% without increase in price. Originators and patentees of the Foster Friction Plug This added value will be appreci- STEN POOR ET them wear longer, too. oc and outline of your. Remember the black cat and insist on Cat's Paw Heels. Black or tan. All dealers. 50¢ attached—costs no more than ordinary kinds. +] ated by Lire’s old readers and eventually create many new ones. The stronger an institution the less it is affected by temporary ad- INDIA PALE verse conditions. Lire shows its confidence in the future business A. of the United States by giving this pe increased value to its readers. When you advertise in Lire you | can rest in confidence that your advertising investment is in 2 solid ROWN front-rank publication, &B ( ay Gee Bee Are ‘WAR NOTE THE FINEST THE WORLD KNOWS! “HEAVY FIRING” comicbooks.com