Life — December 6, 1917 — page 13: what you’re looking at

What you’re looking at

This is a satirical illustration titled "Christmas Life" depicting a rotund, cherubic figure in a white nightgown or robe, holding what appears to be a cigar or pipe, with an expression of surprise or indignation. The caption reads: "To be the *best* concern in the world to work for, and the *squarest* concern in existence to do business with — THE FISK IDEAL" This appears to be an advertisement or satire about the Fisk Tire Company, using ironic language. The figure likely represents the Fisk company mascot or the company personified. The "Fisk Ideal" references the company's branding. The satire likely critiques the gap between Fisk's public claims about being an ethical employer and business partner versus actual practices—a common target of Life magazine's social commentary during the early-to-mid 20th century.