Life — August 16, 1917 — page 5: what you’re looking at

What you’re looking at

This is **not a cartoon or satire** — it's a **product advertisement** for Duratex upholstery fabric, appearing in Life magazine (page 245). The image shows a young child and dog playing on an upholstered sofa within a circular frame, demonstrating the product's durability. The accompanying text claims Duratex is "practically impervious to wear," with beauty "more than skin-deep," and can withstand rough use without damage to its finish. The advertisement uses the child-and-pet scenario as visual proof of the fabric's resilience — a common marketing strategy of the era. The Duratex Company, based in Newark, New Jersey, positioned their product as "the finest and most expensive upholstery material made," targeting affluent consumers concerned about furniture longevity.