Life — November 1, 1917 — page 4: what you’re looking at

What you’re looking at

# Analysis This is **not a cartoon or satire page**—it's a full-page advertisement for The Gorham Company, a New York silversmith and goldsmith manufacturer. The ad uses an appeal to classical authority, opening with a fabricated quote attributed to Aristotle about purchasing decisions. The rhetorical strategy argues that silverware is a sound investment because its benefits accumulate across generations, eventually far exceeding its initial cost. The ornate decorative border and formal layout mimic editorial content to blend seamlessly into the magazine. This is early 20th-century advertising designed to position luxury goods as economically rational purchases rather than mere indulgences—targeting affluent readers of *Life* magazine. There is no political satire present on this page.