Life, 1918-01-17 · page 36 of 40
Life — January 17, 1918 — page 36: what you’re looking at
What you’re looking at
This page combines **WWI patriotic advertising** with **fashion magazine marketing**. ## Left Side: War Effort Advertising The Ford Motor Company and Stromberg Carburetor ads appeal to patriotic duty, urging Americans to equip their Fords for military efficiency. The ad claims 37 miles per gallon and frames fuel conservation as supporting "the nation's fighting arm." The pig cartoon at bottom is a crude joke about making "a great ham sandwich"—likely referencing food rationing or waste during wartime. ## Right Side: Vogue Fashion Promotion The page advertises a special deal: ten issues of *Vogue* magazine for $2 (roughly $200 in value, according to the copy). The pitch is **consumption through restraint**—women should carefully plan wardrobes to avoid waste, consulting *Vogue's* fashion guides. This frames luxury shopping as patriotic thrift during wartime. ## The Irony The juxtaposition is striking: patriotic conservation messaging on the left contrasts with fashion industry marketing on the right. Both claim to serve the war effort, though their actual purpose is selling products. This reflects how WWI commercialism wrapped itself in patriotic language.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Help Put More is forces that will I Equip your Ford with a ‘one of the driv win the war, Sav New Stromberg Carburetor FOR FORDS It holds world's greatest official Ford econ- omy record— 37% Miles on a Gallon of Gasoline f ‘*prace ry Ford owner should st into immediate p Enclose purchase pri, 10-Day Mees Back Trial No ris! ni gallo n- New STROMBERG Does CARBURETOR “G00, GEEL WOULDN'T You MAKE GREAT HAS SANDWICH! French Babies tas. Marie | Teanne Laborde. Manila Motutey Mins (Continued from page vz) wae Lue 182. Fern, Guebet jen Mr J. J. Mong. Mrs. Willian toa. Omer Pant Larribére: Miss 2 Howell. Sanger Jones. 910. Pierre Albert Guyomar. “A Friend,” felphia, Ira Katherine and Masime Li re. The Patriotic So Collegiate Institute mond Le Rorgne. “The A. C. Abert Le Bras, Mr. amd Mrs. Frank Maloy Anderse anne Le n Scruton, Senutte s Kurz. The French Ory ©. Geen Society of Liberty, Mo. Musical Club $2* Invested in Vogue (a tiny fraction of your loas on u single ill-chosen hat of gown) Will Save You $200 year, above all others, when extravagance and emust be avoided, you should have Vogueat your right hand. For now, every woman must devote even more than her usual care to the selection of every detail of her wardrobe, so that not one hat, gown or wrap may remain unworn and its price wasted. The gown y« gown, Glove: want are the ones that cost © is the really expensive ¢ exactly what you + than you can afford VOGUE suggests that before you spend a winale penny on your new clothes, before you even begin to plan your spring wardrobe. you consult’ its great series of Spring and Summer Fashion Numbers. Save yourself from a wrong start. Begin with the *Motor and Southern Number (NOW READY) y fraction of your loss o: Summer Fashion Numbe: comprising t information published. What to wear—where to HERE ARE YOUR 10 NUMBERS: Fleven if you mail the coupon now *Motor and Southern v t limousine, tlh wear in the Sorith Jan. 15. Forecast of Spring Smart Fashions for a ashions Feb. 1 Limited Incomes i Spring Milinery Feb. 15 Spring Patterns and New Materials Mar. 1 Matterns. weaves, colors, mate rials favored for Spring. Travel Number slanned for June 1 n hat or gown, on and M Serutton maine Le ( ila Monday ‘ou may have the it—and bow to wear it ¥Special Offer Ten Numbers of Vogue for $2—eleven if you mail the coupon now. We will start your subserip with one of the first copi the press of our Motoe X ber, thus giving you ULEVEN numbers of Vogue instead of ten, if your order i: eived in time, Since the additi 1 copy /| must come out of a small re serve supply on hand to mect the demand for thi annual 3 ‘your order is Mais Summer Fashions ry of the Sprin ith dollareand: nin every Hine Paris Openings Apr.1 ‘The sinimitable — m of the Grandes Maisons, determining the mode. * ner clothes are fascinating Vent’ vaowe, Showa Bune And you have no regrets. In the Country June 15 Everything from a piquant sol to a clingless bathing suit What to read and what to do with your friends when you entertai Don't Send Money Don't bother to inclose a cheque, or even to write a letter, The coupon opposite will do, and is stroke of the pe me adeas cand insur 1 will solve your en! suring yourself val ce ruM Tew self ascsinst costly frilures sier and quicker. With one nd sume received. immedi- ately, who and have doct labo stant fund Le are then conti ware me Billy Most The Pro- Wint