Life, 1918-02-07 · page 2 of 40
Life — February 7, 1918 — page 2: what you’re looking at
What you’re looking at
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.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Be Safe With This Green Glass Visor Lens Would you knowingly start The Macbeth Lens com- The concave recesses in the a trip with a defective steer- plies with laws; does not im- back of the lens spread the ing gear? peril with blinding glare; and light laterally, thus providing luring headlights are as does not weaken or diffuse the very essential side lighting dangerous for you and others. light. Besides they are illegs1! for turning corners. No other lens is backed by Rarring accidents, how long It wastes no light but con- — the same world-wide lens ex- do you think you can evade centrates it all on the road perience, facilities and re- the law with menacing open where needed. sources, : 3? face lenses? Macbeth Lenses for motor cars are made the same that send blinding upward careful and scientific way as rays—or that must be zontal prisms—each inclines Macbeth searchlights and dimmed beyond safety in at an angle determined with lenses for harbors, dread- order to avoid arrest? scientific eccuracy. naughts and battleships. Macbeth Lens Price per pair $5—Denver and West $5.50—Canada $6—Winnipeg and West $6.50 Macbeth lenses are for sale by leading jobbers, accessory dealers and garages everywhere. your dealer cannot supply you, write direct to us. Macbeth-Evans Glass Company, Pittsburgh Branch offices in: Boston, Buffalo, Chicago, Cincinnati, Cleveland, New York, Philadel Pittsburgh, San Fra’ St. Lous lachethet is Company, Ltd., Toronto, C The front surface of the Why take the risk of lenses : 4 lens is divided into five hori-