Life, 1917-10-04 · page 37 of 44
Life — October 4, 1917 — page 37: what you’re looking at
What you’re looking at
This page contains two major advertisements with no political cartoons. **W.L. Douglas Shoes** dominates the left side. The ad emphasizes that Douglas shoes cost the same everywhere—San Francisco to New York—and that the retail price is stamped on the bottom. A cautionary note warns consumers to verify the stamped price hasn't been "erased or raised," suggesting a common fraud where dishonest dealers would alter pricing. The ad appeals to working-class consumers by guaranteeing "the best shoes for the price that money can buy" and boasting 40 years of manufacturing experience in Brockton, Massachusetts. **Frank E. Davis Company** (right side) advertises fresh seafood—mackerel, codfish, lobster, clams—sold "direct to consumer" by express mail from Gloucester, Massachusetts. The pitch emphasizes freshness, purity, and economy compared to "inland dealers," with the added incentive of a free recipe booklet. Both ads target budget-conscious, practical consumers of the early 20th century, emphasizing direct pricing transparency and quality assurance against perceived dealer fraud or inferior goods.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
L.DOUGLAS “ THE SHOE THAT HOLDS ITS SHAPE” You Can Save Money by Wearing W. L. Douglas Shoes. The Best Known Shoes in the World. & W: L. Douglas name and the retail price “/ is stamped on the bottom of every pair of shoes at the factory. The value is guar- anteed and the wearer protected against high prices for inferior shoes. The retail prices are the same everywhere. They cost no more in San Francisco than they do in New York. They are always worth the price paid for them. ‘he quality of W. L.Douglas product is guaranteed by morethan 40 years , experience in making fine The ~ Best intheWorld smart visas the ge in the fashion $3 $2.50 $2 centresof erica. They are made ina well-equipped factory at Brockton, Mass. by the highest paid, skilled shoemakers, under the direction and supervision of experienced men, all working with an honest determination to make the best shoes forthe price that money canbuy, BEWARE OF FRAUD, None u te Y Wy. L. Dougtas name and the Setalt poten te stamped onthe bottom. TAKE NO SUBSEITUTE: For sale by over 9000 shoe dealers and 105 W. L. Douglas stores in the large cities. If not convenient to call at W. L. Douglas store, ask your local dealer for W. L. Douglas shoes. If he cannot supply you, take no other make. Write for booklet, showing how to order shoes by mail, postage free. President W. L. DOUGLAS SHOE Co. Vk Goregls 147 Spark Si Brockton, Mass. BOYS SHOES W. L. Douglas learned how to design, draft and fit shoes, also gained valuable retail shoe store experience in Golden City, Colo. CAUTION — Be sure the Price stamped on the bot- tom has not been erased or raised, $3 $350 $4 $4.50 $5 56 $7 & s8 | Salt Mackerel CODFISH, FRESH LOBSTER NOT THE DEALER FOR THE CONSUMER FAMILIES who are fond of FISH can be supplied DIRECT CESTER, MASS., by the FRANK E. DAVIS OMPANY, with newly caught, KEEPABLE OCEAN FISH, choicer than any inland dealer could possibly furnish. We sell ONLY TO THE CONSUMER DIRECT, sending e AY by EXPRESS RIGHT TO YOUR HOME. We PREP, express on all orders east of Kansas. Our fish are pure, appe- tizing and economical and we want YOU to try some, pay- ment subject to your approval. | SALT MACKEREL, fat, meaty, juicy fish, are delicious |for breakfast. They are freshly packed in brine and will not spoil on your hands. CODFISH, os we salt it, is white, boneless and ready for instant use. ‘It makes a substantial meal, a fine change from | meat, at a much lower cost. FRESH LOBSTER is the best thing known for salads. Right fresh from the water, our lobsters simply are boiled ai | packed in PARCHMENT-LINED CANS. They come to. you as the purest and safest lobsters you can buy and the meat is as crisp and natural as if you took it from the shell yourself, FRIED CLAMS is a rclishable, hearty dish, that your whole family will enjoy. No other flavor is just like that of clams, whether fried or in a chowder. FRESH MACKEREL. perfect for frying, SHRIMP to cream on toast, CRABMEAT for Newburg or deviled, SAL- MON ready to serve, SARDINES of all kinds, TUNNY for | salad, SANDWICH FILLINGS and every good thing packed | here ‘or abroad you can get direct from us and keep right on your pantry shell lor regular or emergency use. With every order we send BOOK OF RECIPES ~~ for preparing allour products. Write for it. Our list tells how each kind of fish isputup, with ~ FrankE. the delivered price, so you canchoose Davis Co. just what you will enjoy most. 241 Central Whard Send the coupon for it now. Clpscester, Mase. FRANK E. DAVISCO. eZ Please send me your latest 241 Central What Fish Price List. Gloucester, Mass. Name Fundamental © looked at his wrist watch. “Will you marry me?” he said. She blushed. “There is really no time to lose. You I have only had twenty-four hours’ notice. I must report at head- quarters to-morrow morning at nine. We sail for France in three days. Will you marry me?” “T don’t mind,” she said.“ Only. I should like to make one condition.” “And that is?” “T have dreamed for years of get- ting married; but not in this way. But I will marry you if—when you return —you will propose to me all over again, and we can go on a honeymoon, and I can be courted, and—well, you know, I am sure!” “All right,” he said, with a smile. “To be honest with you, dearest, I thought I was going to escape all that —but I see it’s no use. I might have known better. Even a war like this cannot keep a woman from having her own way—especially about a wedding.”