Life, 1917-12-06 · page 91 of 92
Life — December 6, 1917 — page 91: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straight advertisement for Chase Plush Motor Car Robes, published in *Christmas Life* (a holiday issue of Life magazine). The page shows a woman modeling a luxurious fur robe, positioned as a high-end Christmas gift suggestion. The ad emphasizes the robe's qualities: beautiful colors, comfort comparable to natural fur, durability, and cleanliness (the smooth hair supposedly resists dust). The tagline "Make a Warm Friend by Presenting a Chase Robe" uses the period's sentimental gift-giving language. L.C. Chase & Co., headquartered in New York, Boston, and Chicago, marketed these as premium products made by Sanford Mills since 1847. This reflects early-20th-century luxury consumer culture and gender marketing conventions—positioning expensive robes as desirable gifts for women.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
obe «Made by~ Sanford Mills Beautiful—Robes of wonderful, fast color- ings and original, unique designs. Comfortable —Shields you like the coat of fur given Arctic animals by Mother Nature. Durable—Chase Plush Robes will outwear— many times over—other woven fabric robes. Sanitary—Not easily soiled—the hair being smooth does not attract or hold dust or germs. Clean—a simple shaking re- moves dust. The ''ad”? Plush Robe— pattern SAY “CHASE” TO YOUR MERCHANT L.C. CHASE & CO. NEW YoRK BOSTON CHICAGO Leaders in Manufacturing Since 1847 aN Make aWarm Friend Ly Presenting a Chase Robe Bx comicbooks.com