Life, 1916-08-10 · page 34 of 38
Life — August 10, 1916 — page 34: what you’re looking at
What you’re looking at
This is a **straightforward advertisement**, not a political cartoon or satire. It promotes Butterick, a major fashion pattern and women's magazine company, highlighting its international reach. The page features two photographs of Butterick's flagship stores (London and Paris) and argues that Butterick dominates women's fashion publishing globally—operating *The Delineator* in English, *Butterick's Moden-Revue* in German, *Le Miroir des Modes* in French, *El Espejo de la Moda* in Spanish, and Italian editions. It claims the company serves "titled English women" and even dressed the young Prince of Wales. The lengthy list of aristocratic female customers (Lady This, Countess That) functions as social proof—using British nobility's patronage to validate the brand's prestige and appeal to American manufacturers and merchants considering advertising in Butterick publications. There is **no satire or joke here**—it's purely commercial messaging using patriotic and aspirational language to position Butterick as an indispensable institution for women worldwide.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
(6) Undersoool & Underwood Regent Street, Butterick’s London Headquarters Ud Unsierrweed & Underwood Avenue de V'Opera, Butterick’s Paris Headquarters Butterick ‘OR forty years Butterick has had an establishment on Regent Street in the heart of London, 1 English edition of The Delineator, printed by But- terick in New York, has a larger sale in the British Empire than any comparable magazine. Scores of titled English women are Butterick customers. Letters in our possession advise that the present Prince of Wales, as a child, w; dre: with Butterick as a guide. Butterick’s Moden-Revue, The Delineator in German, is the leading magazine of its kind in Germany. From the But- terick establishment, 102 Leipziger Strasse, Berlin, it is cir- culated through Austria, Russia and central Overseas El Espejo de la Moda, The Delineator in Spanish, published in New York, has its unique place in the Spanish-speaking countries. ach foreign country regards Butterick as its own national institution. Great as Butterick is abroad, Butterick is far greater in America. Just as Butterick’s foreign publications are translations from its American publications, so Butterick’s supremacy with the women abroad is but a repetition of Butterick’s hold on the women of America. For the same reason that Butterick leads in Paris, leads in London, leads in New York, it leads in Europe. Le Miroir des Modes, The Delineator in French (also published in New York), has a larger sale in Paris and throughout France than any similar periodical. The Butterick shop, 27 Avenue de l'Opera, Charleston, in Janesville, in New Orleans, in Ogden. The universality of women’s interests needs no stronger proof than the appeal of the identical Butterick service in whatever language or whatever country. Pa does the biggest business of its kind in the world. The Delineator, translated into Italian, is What opportunity does woman's allegiance to Butterick service present to you, the AMERICAN MANUFACTURER, and you, the AMERIC: MERCHANT? read all over Italy. Here are the names of a few of the titled English women who are Butterick customers Lats Cunsarhame, Ratgeworth Gort. Caltevbain ta slefleld Green. Sar el, Sandeibeath. Salle Lady Grant, Laggan, Sealoport, laverness, X. B. Butterick a The Dowages Contny Reurile, Radeor, Holm . tay ‘de te Zach Lady Joho Joicey. Chute Loire, Adore Reseumino, ads Huda Kiuahan, The Maaor, Gleusille, Fermoy. ‘Avenue, Ealing Conmsnca, Dimager Lady Kilweive, Vieuria Lage, Woodall Sea, “n \Greutell The Chase, Wianddea, Biche Monae Lady Mabel Lndaay. Lectings Hoare Lady Lawrence, Oaklands, Kealry. Surrey Lady Lawrence, Wausifer, Marsyerugiaa RS. Ov South Wales Non" Lady Won, Castigay. Abaseragh. tvrland, Lady O'Neill. Shane's Cant id Hastings, The Manoe Mouse, Ashby The Hon. Lady Paras, Raj Laity Sheteld. Normauby Pa aay Shuttleworth, Oawthorpe Hatt Barmies, Lance c caster, Lady Sith Dorrie, Wernham Cli, Salisbury. Lady Wimborne, Crantord Gatuw uf Wiareclide, Wedkll Sod, Weblog 7 Lady Primrose, 31 Vatley Drive, Harnagate Ccomicbooks.com