Life, 1917-03-01 · page 42 of 42
Life — March 1, 1917 — page 42: what you’re looking at
What you’re looking at
This page combines advertisements with editorial content addressing two contemporary issues from the 1910s-1920s era. **"Saving Daylight"** is an editorial piece satirizing the daylight saving time movement. The author argues that saving daylight is pointless—daylight is already "a drug on the market" because people find daytime boring and tedious. The satire suggests that while saving night light (electric light) for evening entertainment might make sense, daylight savings is absurd since no one particularly wants extra daylight hours anyway. **The Vogue advertisement** targets women's fashion spending, promoting a subscription offer. It argues that investing $2 in Vogue magazine will prevent costly fashion mistakes (poorly chosen hats, gloves, gowns), ultimately saving readers $200. The accompanying illustration shows a fashionable woman with a parasol. **Surrounding advertisements** promote Luden's cough drops and Cortez cigars—standard commercial content. The page reflects early 20th-century gender-specific consumer culture and period debates about time management and modernization.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
fad Ecce When You Forget Your Umbrella Buy a Boxof LUDEN'S Prevent “wet weather” discomforts, Relieve coughs, colds, throat trouble. In “Yellow Box"'—Se WM. B,LUDEN Reading, Pa, b) LUDENS MENTHOL ‘Canny. COUGH DROPS Luden’s Cough Drops were never int: solely for coughs and colds, but also help for offensive breath, disordered di tion, ‘‘amoker's throat,’’ etc. The Help Is Continuous (Continued from page 358) = mory of T. Toys of Fay 1 André Mollet. N. O. Net New 3, La, Robert Mollet. N. O. Nelsen, New La. Edward Winton ¢ & Thompson Pa- per Co., Rellows Fails, Vt Raymonde Moore & Thompson Bellows Falis, Vt arthe Pecquet. Miss HW. J. Phil lyn, N.Y. “Poujol. Henry TB. MeCor- rice, Pusset, New York State French Teachers’ Fund. ard Putteman. Manuel Hector Ivanhoe, Buenos Aires, Argen- Gi8. | Madeleine Putteman. Manuel Hee- tor and Rafael Ivanhoe, Buenos Aires, Argen- W. Scripps, jean Raoux. Several contributors. Emilienne Ray. In tory 0 George \Prindle and Christine T. Prindle, Duluth, Minn, wanine Ray. In memory of George je and Christine T. Prindle, Duluth, Charles Riaux. C. H. HL, Inglewood, Rattling Horse Shoes Annoy— loose shoes often prove dangerous—lost shoes add expense. Protect yourself, Have all shoes put on securely with, “CAPEWELL"™ nails. ou Not cheapest irrespective of quality the world’s best at a fair price—a price (CHOI Y/ TRADE your shoer can afford. Look for the \HEAD [iN HAR) Trade Mark on the nail head, Always tet Capewell nai Cortez AGARS SSS eee) “MADE AT KEY WEST=— | Saving Daylight HERE seems to be a healthy movement on foot to save daylight by changing our clocks ind making four o'clock in the morning come at three o'clock or five o'clock, or some- thing of that sort, There is a danger, however, that we are going too fast in this matter. Would it be wise to save daylight until we know what we are going to do with it? Isn't daylight now the most uninteresting part of the twenty-four hours? Arcn’t most people bored stiff in the daylight and only with difficulty drag their weary way through those hours from dawn to twilight in which they find themselves awake? If it only were a question of saving night light, which is also called white light or electric light, we would know what to do. We could merely start another cabaret or set a crew of dancing girls to cavorting at a different hour; but saving daylight is altogether different, It is already a drug on the market Before you spend a single penny of your spring dress allowance, before you begin even vaguely to wonder if hats are to be large or small, if beige or grey will be the smarter for spring, if the slim or the barrel silhouette really will be the mode, . consult the . . Vogue suggests that you Spring Patterns and New Materials Number of VOGUE In the next two months, during the very period in which Vogue’s important Spring and Summer Fashion Numbers appear, you will be planning your entire Spring and Summer wardrobe and spending hundreds of dollars on the hats, suits, and gowns that you select. The gown you buy and never wear is the really expen- sive gown. Gloves, boots, hats, that miss being exactly what you wart are the ones that cost more than you can afford. Ask any reader of Vogue and she will tell | you that $2 Invested in Vogue a@ tiny fraction of your loss on a single ill-chosen hat or gown Will Save You $200 The Spring Patterns and New Materials Number of Vogue is now ready. If you mail the. coupon and inclose $2, we will start your subscription with this issue and’ send you 9 additional numbers, making in all 10 issues of Vogue. 10 Issues of Vogue for $2 Spring Patterns and New Materials Mar. 1 Working models for one’s whole Spring and Summer wardrobe. Spring Fashions : Mar. 15 The last word on Spring gowns, waists and accessories, Paris Openings Apr.1 The complete story of the Paris Openings establishing the mode. Smart Fashions for Limited Incomes Apr. 15 First aid to fashionable women of not unlimited means. Brides and Summer Homes May1 A journey “thro’ pleasures and palaces." News for the bride. Travel May 15 Places in our own country well worth a visit at least. Summer Fashions June The final showing of the Summer modes that will be. In the Country - June 15 Society takes to sports and life in the open. Hot Weather Fashions July 1 The correct wardrobe for all outdoor sports Hostess July 15 The newest ideas in mid-summer entertainments. The Vogue- gowned woman never follows the fashion; she leads it INTRODUCTORY OFFER COUPON L. 3+ Vogue, 443 Fourth Avenue, New York City Please send me, at your special introductory of $2, the next 10 numbers of Vogue, bee with the Spring Patterns and New 3 als ber. I enclose my cheque (money order or as $2. (Canadian $2.90; fc ign $3.50.) Full Address... oss comicbooks.com