Life — February 7, 1918 — page 2: what you’re looking at

What you’re looking at

# Analysis This page is primarily **advertising**, not satire or political commentary. It's a Macbeth Lens Company advertisement for automobile safety goggles. The headline "Are You a Road Menace?" uses fear-based marketing, suggesting that drivers without proper eye protection endanger themselves and others. The dramatic illustration shows a menacing face composed of traffic hazards—guns, knives, and other weapons—designed to scare readers into purchasing the product. The advertisement emphasizes that Macbeth's green glass visor lenses provide "side-lighting for turning corners" and reduce glare from headlights, promoting safer driving. The product positioning suggests this was an era when eye protection while driving was novel and needed marketing justification. This reflects early 20th-century automobile safety concerns.