Life, 1917-09-27 · page 37 of 40
Life — September 27, 1917 — page 37: what you’re looking at
What you’re looking at
This page mixes editorial content with advertising—primarily a Vogue magazine promotion disguised as consumer advice. **The Context:** The page is dated around 1917 (referenced in the inheritance tax book notice). The Vogue advertisement explicitly frames fashion consultation as a **wartime economy measure**—"this year, above all others, when extravagance and waste are to be avoided." America had entered World War I in April 1917. **The Pitch:** Vogue suggests that spending $2 on their "Paris Openings Number" will help women avoid wasting money on ill-chosen clothes, ultimately "saving" $200. This is straightforward marketing wrapped in patriotic frugality rhetoric—claiming that consulting fashion experts prevents waste rather than encourages spending. **Other Content:** The page includes book reviews and an advertisement for the "Morley Phone for the Deaf," a hearing device marketed as equally useful as eyeglasses. The satire (if any) is implicit: *Life* magazine's juxtaposition of wartime conservation messaging with luxury fashion advertising subtly mocks the contradiction, though this wasn't *Life's* primary intent.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
DEE come in on the ground floor by sub scribing to the touchstone magazine .-devoted to every beautiful phase of architecture, sculpture, music, story- telling, the crafts, and the making of |. particularly pleasantgardens& homes w% the reason we mention the ground floor is that by subscribing now you can get floor plans for any touchstone house that you select---you get these valuable drawings in addition to the sumptuous magazine itself fora whole year 0% think of it! 8% and all for $4 sent at once to the touchstone house, 118 east 30th street, new york v Books Received ‘Continued from page 514) as lacking in interpretative unity, title as its EADERS who like their mysticism hishly seasoned and who also. pre- fer to have the fundamental terrors and turbulences of life reduced to a quali- fied convincingness by an infusion of the semi-occult, will find Algernon Black wood’s “Day and Night Stories” (Dut $1.50) exactly suited to their taste. es are many faceted and highly They take their themes from instincts of aspiration and re coilment present in us all. And they use them, with calculated expertness, for the Producing of assorted thrills; jumping at us, as it were, with mystical jack 0! = lanterns from behind hedgerows of make-believe. But they are so far re- moved {rom the divine simpleness of the real mystics by the elaborate machinery of their presentation that there is more of the rococo than of revealment in them. s* years ago Hugo Bancroft, a Massa- chusetts attorney, published a com parative digest. of the inheritance tax laws of the various states as they af- ah the MORLEY itis iovable, weight- leas, comfortable, ineapensive. No metal, wires not rubber. Can be ured by anyone, young or old. The Morley Phone ‘for the DEAF is to the es the eyes. costainiog all over the country. It Sescriges cousrsof deafness; telbhow and piste M MOBLEY PHONE fords elif. Over a quarter of a milion THE MORLEY CO., Dept. 770, or Foie Bldg., Phila. hat glasses are to e For Free fected the investment values of stocks, bonds and other securities. It has proved a most serviceable work, not only to in- vestors, but to all students of our hap- A Reminder IVES of osteopaths remind us We can make our lives benign By correct ‘manipulation american life, especially the arts like | o alll nc < eS hazard and each-for-himself state legis- lation. A new edition, which tabulates and explains the many changes in these inchoate and often injustice-working laws and brings the digest up to January ist, 1917, has just appeared. It is called “Inheritance Taxes for Investors” (Houghton, Mifflin, $1.00). Nei J.B. Kerfoot. Ltt ttt nnn This year, above all others, when extravagance and waste are to be avoided, you should have Vogue at your right hand. For, now every woman must devote even more than her customary care to the selection of every piece of her wardrobe, so that not one hat, gown or wrap may remain unworn and its price wasted. Sudgestes : that before you spend a penny on your new clothes, before you even plan your Winter wardrobe, you consult its series of great Autumn and Winter Fashion Numbers, one of the most important of which is THE PARIS OPENINGS NUMBER (READY Now) In the next few months, during the very period in which Vogue's special Fashion Numbers appear, you will be selecting your en- tire wardrobe for the coming Winter, and paying out hundreds of dollars for the suits, hats, gowns, and accessories that you select. Ask any reader of Vogue, and she will tell you that $2 Invested in Vogue a tiny fraction of your loss on one ill-chosen hat or gown 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, Consider, then, that by the simple act of mailing the coupon below, and at your convenience forwarding $2 (a tiny fraction of your loss ona single ill-chosen hat or gown), not only may you have before you, at this important season, Vogue's grest dpecial Fashion Numbers, but all through the Winter and the coming Spring the numbers that follow them. Here Are Your Ten Numbers: *Paris Opentads The complete story of the Paris Openings, establishing ibe ross: Smort Fashions for Lingerie Number Jon. 1 Limited Iacomes Oct. 15 Fine linen for personal use and First aid tothe fashionable woman for the household. a oct onkeed Senet Motor and Southern Jen. 15 Winter Fashions The new fashions in motor cars ‘Showing the mode in culmination —charmi and, the baw wardrobe: for the smart couturiers evolve for their private clientele. Venity Number Nov. 15 Graceful little touches that make the smart woman smart, where to get them and how to use them. Christmas Gifts Dec. pied fa Ase ee the famous milliners. Holiday Number Dec. Spring Patterns Mar. 1 More gifts and practical ideas i Working models for yoo Spring holiday entertaining. and Summer wari Forecast of Soriad Fashions Feb. 1 Earliest authentic news of 5; styles fully illustrated. Spring Millinery Feb. 15 fats, bonnets and toques from Don’t Send Money Don’t bother to enclose a check, or even to write a letter. The coupon ‘opposite will do and is eamer and quicker. With one stroke of the pen you will solve your entire clothes problem. By mailing the cou- pon you are, forthe whole six months, assured valuable and new Ideas and insured against costly failures. Of an aberrated spine. ROHIBITION, paid lobby in bids fair to 1 the United States in purit rtheless, every subse will get his through its highly cry legislative body, clop a goodly part of nical gloom, ber to Lire ckly modicum of cheer. ©Vodue *SPECIAL OFFER Ten numbers of Vodue for S2-eleven if you mail the coupon now. ‘We will start your subscription with one of the first copies off the ress of our Paris Openings Num- er, thus giving you *eleven num- bers of Vogue instead of ten, if your order is received in time. Since the additional copy, which we shall be to send you with Cur compliments, mast come out of a small reserve supply on Bandtomeet the extraordit youcan see why this ex- tra number can not be ia ranteed you un- jess your order is received imme- diately. comicbooks.com