Life, 1916-01-27 · page 42 of 44
Life — January 27, 1916 — page 42: what you’re looking at
What you’re looking at
This is a **full-page advertisement for Vogue magazine**, not political satire. It's from the early 20th century (likely 1910s-1920s based on fashion references and WWI mention). The ad uses a common sales strategy: arguing that a $2 subscription to Vogue will prevent costly fashion mistakes, ultimately "saving" readers $200 by ensuring they buy the right clothes. The illustrated figure on the right shows period fashion with eighteenth-century influences ("panniers, tight pointed bodices"). The key selling point is the "Forecast of Spring Fashions"—twelve monthly issues covering seasonal trends from Paris openings to summer entertaining. The famous tagline states: "Nine out of ten women copy what the tenth does; the tenth is a reader of VOGUE." This reflects early advertising's appeal to female consumers' anxieties about appearing fashionable and well-dressed. The inclusion of "War stricken Europe" (WWI reference) suggests this ran during wartime, adding timeliness to European fashion authority.
📄 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 Will Save You $200 The gown you buy and never wear is the really expensive gown. Gloves, boots, hats, that miss being exactly what you want, are 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 convenience paying $2—a tiny fraction of the loss on a single ill-chosen hat or gown—you can insure the correctness of your whole wardrobe ? VOGUE SUGGESTS: that before you spend a penny on your new clothes, before you even plan your wardrobe, you consult its great Spring and Summer Fashion numbers! Beginning with the FORECAST OF SPRING FASHIONS” and continuing for six months (twelve numbers —see list be- low) you will receive the most complete presentation of styles ever offered American women. During the very period when these numbers appear you will be selecting your Spring and Summer wardrobe and paying hundreds of dollars for the suits, gowns, etc., you select. Vogue is a beautifully illustrated magazine; the acknowl- edged authority on what is worn by well-dressed American women. Here are your twelve numbers (and one extra): FORECAST OF SPRING FASHIONS, FEB. 1* The earliest and most authentic forecast of the Spring Mode Spring Millinery Feb. 15 American Travel May 15 e newest models in smart hats, veils Places in our own country well worth a and coiffures visit at least Spring Patterns . 1 M Summer Fashions June 1 and New Materials jar. 1 The final showing of the Summer modes Working models for one’s whole Spring that will be and Summer wardrobe Paris Openings Mar. 15 In_the Country June 15 The complete story of the Paris open- Society takes to sports and life in the ings establishing the mode open Spring Fashions _ Apr.1 Hot Weather Fashions July 1 ie last word on Spring gowns, waists = The correct wardrobe for all outdoor and accessories sas Smart Fashions for Limited Incomes First aid to the fashionable woman of not unlimited means Brides and London and Paris Aug. 1 Summer’ Homes May 1 War stricken Europe regains her ‘A journey “thro pleasures and palaces.” balance and sends us new and fresh News for the bride ideas : “Nine out of ten women copy what the tenth does; the tenth is a reader of VOGUE"* Hostesses July 15 Apr. 15 The newest ideas in mid-summer enter. tainments Panniers, tight pointed bodices, skirts wider and longer—a harking back to the eighteenth cen- tury _modes--is one of the strong tendencies of the Spring. This robe de style, created for the famous French actress, Sorel, for her recent ap- pearance in “ Le Mariage Forcé,” is a charming example of the period which is now influencing the Spring fashions. *OUR SPECIAL OFFER Te Forecast of Spring Fashions Num- ber is already on the newsstands. If you enclose the $2 with the coupon below, we will send you, with our compliments, this earliest and most authentic forecast of the Spring mode, making thirteen numbers instead of twelve. Or, if more convenient, send coupon without money. Your subscription will then start with the Millinery Num- ber, and continue through the next eleven numbers. seem sors unior out 1 Wi know not. terio No had | anur duc: That state Iti aren to us that porta Pr they | ofa not 1 Havi them, slight cnow That of us the ¢ rot 3 often form: that us is profe them our |i belies of ph politi body know Thi woul tellig be pr union rights enous form: after that 3 comicbooks.com