Life, 1917-09-27 · page 40 of 40
Life — September 27, 1917 — page 40: what you’re looking at
What you’re looking at
This is a **1917 advertisement**, not political satire. It promotes Chase brand robes—specifically plush robes designed for automobile travel, made by Sanford Mills. The illustration shows a fashionably dressed woman seated in a motor car, wrapped in an elaborate plush robe and wearing a decorative hat. The caption reads "A Friend Indeed," positioning the robe as a practical companion for early automotive travel. The ad emphasizes practical benefits relevant to 1917 motorists: durability, comfort ("like the coat of fur"), and sanitary properties (the smooth plush hair supposedly resists dirt and germs). The phrase "Say 'Chase' to your merchant" was standard advertising copy directing consumers to request the brand by name. This reflects the era when motoring was still a luxury activity requiring special protective clothing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
September 27, 1917 Chase Robes will outwear—many times over—other woven fabric robes. Beautiful— Wonderful fast colorings—original and unique designs. Comfortable—Shields you like the coat of fur given by Mother Nature. Sanitary—Not easily soiled—the hair being smooth, does not attract or hold dirt or germs. Clean—a simple shaking removes dust. Say “Chase” to your merchant Gusse Plush Motor Car Robes Made by Sanford «Mills comicbookseery