Life, 1917-12-06 · page 77 of 92
Life — December 6, 1917 — page 77: what you’re looking at
What you’re looking at
This is **not a cartoon or satire page**—it's a vintage **advertisement** for Krementz & Company evening jewelry, likely from the early 20th century. The page features a romantic illustration of a man and woman (the woman presenting jewelry to the man) paired with product photography showing cufflinks, studs, and buttons in display cases. The text is purely promotional copy emphasizing quality ("superb quality," "aristocratic appearance," "perfect finish"). The rhetorical strategy appeals to gift-giving sentiment ("happy thought" gift) and male vanity, suggesting the jewelry will earn "admiration" and impress the recipient. The exclusive "bodkin clutch" feature is highlighted as a selling point. There is no political content, satire, or social commentary—this is straightforward commercial advertising for formal evening wear accessories aimed at affluent male consumers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Krememts ‘ovening ewelpy, (0) 0) Neeoue HERP NIT KP HOLDS LIKE AN ANCHOR 2 STuos, 4 VEST BUTTONS, 1 PAIR LINKS, SET ses LINKS AND STUDS $8.00 It is a “happy thought” gift for him---this set of evening jewelry. There is something rich-looking, aristocratic in the appearance of the various pieces as they lie in the velour-lined, grey leatherette gift box. It may be the correctness of the style, the perfect finish or the rare artistry of design---or a combination of all---that creates such an im- pression. He knows the words Krementz Plate on the back of each piece can be translated exactly to mean “superb quality”; and he recognizes the bodkin clutch, an exclusive feature of Krementz evening jewelry. Let your gift to him be one that will awaken his admiration for the gift itself, as well as the sentiment it carries. Ask one of the better dealers to show you the individual pieces or gift boxes holding full sets or links and studs only. For your convenience in choosing, write Dept. V for our new catalog fu!l of gift suggestions, Krementz & Company Newark, N. J. comicbooks.com