Life, 1918-03-14 · page 36 of 40
Life — March 14, 1918 — page 36: what you’re looking at
What you’re looking at
This page contains two distinct advertisements targeting different audiences during wartime (likely WWI era, based on references to "the war"). **Left side: Cigar advertisement** ("Smoke Five With Me") - J. Rogers Warner promotes premium Cuban Panatela cigars, claiming 40 years' smoking experience and 21,000 satisfied customers. He offers five free trial cigars for 10 cents postage, attempting to build a hobby business by word-of-mouth. The appeal is to male connoisseurs valuing quality and exclusivity. **Right side: Vogue magazine advertisement** - Positioned as wartime economy advice, it argues that a $2 Vogue subscription will save women $200 by preventing wasteful clothing purchases. The satirical premise: during economic constraints, consulting fashion magazines prevents buying unworn garments. The ad features a fashionable woman illustration and lists upcoming special issues on spring fashions, brides, summer homes, and interior decoration—essentially marketing aspirational lifestyle content as practical budgeting. The page reflects early-20th-century gender-divided consumer marketing: cigars for men's refined taste; fashion guidance for women's household economy.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Smoke Five With Me Here is the sweetest smoke that I ever knew, and I've smoked for over 40 years, It was handed me once by a connoisseur, who told me where to get it. Later I had it made specially for me—made as a Panatela, the size of this picture, for a short, sweet smoke. It is made solely from Havana leaf. So are many others. But I cal this the finest-flavored leaf that ever came from Cuba. All my friends think likewise. Last year 1 sold more than 2,00 000 cigars to Over 21,000 custom- ers and friends, Tt occurs to me now that count- less other men would be glad to share this discovery. Lam going to let some of them do it. Not for profit so much as a hobby. I will supply a few men, who love good cigars at per hun- dred, or $2.85 for fifty, mail or express prepaid. That's not far from my cost. avy cigars, These are for like and | exquisite T have never tasted them, FIVE CIGARS FREE I will let soo men try five cigars free. Just send me 10 cents to cover postage, packing and revenue sta 1 will nly the cigars. I only ask this 10 cents to pick out the right sort of peopl If you like them, send me your check for $ for the fi and Vi replace the five trial cigars FREE, and if you prefer will open a 30-day charge acco with you. Write now for the five cigars. J. ROGERS WARNER 192 Lockwood Building, Buffalo, N. Y. The Latest Books (Continued from page 430) this spirit is wholly forward-facing. In the older men, like the French officer who is the author of “ Comrades in Cour- age" (Doubleday, Page, $1.40), the new spirit stands consciously on the ridge of a “continental divide,” looking both ways. Lieutenant Antoine Redier’s book contains fourteen essays, or soliloquy- like self-communings, in which his per- sonal sense of relationship between the nminent future s of the simple men under his command and of the war's effect on them. If Lieutenant Redier is ¢ to judgment, he is, a fine-hearted French ge ectation and intellectual snob- d from his pen by great ex- perience. UT we need an effective means of escape from the mental tyranny of the war as much as we do energizing contacts with the spiritual forces that it is setting free. And na relied, opposed to the artificial unconsciousness induced by fictional hypodermies, is hard Let me prescribe William Ca Bruce's “Benjamin Franklin Self-Re- caled” (Putnam, 2 vols. $6.00), “a phical and Critical Study Based anny Mainly on His Own Writings.” The T author knows his Franklin; regards the astly better knowing than any partisan conception of him; has man-as-he-was as suceceded to an astonishing degree in making a fused whole out of a patchwork laste. $2* Invested in Vogue (a tiny fraction of your loss on a single ill-chosen hat o gown) Will Save You $200 This year, above all others, when extravagance and waste must 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 you buy and never wear is the really expensive gown. Gloves, boots, hats, that miss be exactly what you want are the ones that cost more than you can afford. VOGUE suggests that before you spend a single penny on your new clothes, before you even begin to plan your spring wardrobe, consult its great series of Spring and Summer Fa: Numbers, Save yourself from a wrong start. Begin with the #0 ° Spring Fashions Number (NOW READY) For $2, a tiny fraction of your loss on a single ill-chosen hat or gown, you may have the Spring and Summer Fashion Numbers of Vogue. HERE ARE YOUR 9 NUMBERS: Ten if you mail the coupon now *Spring Fashions Mar. 15 The full pageantry of the Spring mode, unfolded, with dollars and cents information in every line. Paris Openings Apr. 1 els of the In the Country June 15 Everything from a t q parasol toa clingless | the mode. suit. What to read and to do with your friends when Smart Fashions for JOU CREAT War Incomes Apr.15 Hot Weather Must you economize? And yet Fashions July 1 look chic? A Vogue-trained dollar is a dollar doubled. How to be cool though decora- tive. The latest. Paris touch Brides’ Number owe costumes?) ee Charming brides, i gowns, are married chari The Hostess in this number of Vogue. Number July 15 How to dress one’s salad, one’s table, one’s servants. Chats. about books, plays, war-chari ties and people. Summer Homes = May 15 And everything for them, from a Horeah ae use to a Sz Chen birdcage. . . Interior Decor: Summer Fashions Junel Vinee cones Summer clothes are fascinat- ment, age, an ing. Vogue knows, Shows. of a’ house Buys. And you have no regrets. accordin Don’t Send Money Don't bother to inclose a cheque, or even to write a letter. The coupon opposite will do, and is easier and quicker. With one stroke of the pen. you will solve your entire spring and sum- mer clothes problem, assuring yourself valuable and new ideas and insuring yourself against costly failures, ee material of Franklin excerpts and Bruce comments ; of his pudding by holding his readers’ interest while increasing their sense of and, finally, furnishes a proof obligation through two thick volumes. J.B. Kerfoot, me what a man reads and J will tell you what h Tt is on this principle that the annual subscrib ers to Lire over as persons of discernment and are recognized the world *Special Offer Nine Numbers of Vogue for $2—ten if you mail the coupon now. We will start your subser with one of the first copies of the press of our Spring Fash ns nber, iving you ihstead of ine, if your order is received in" time. Since th me out supply on hand to 1 demand for this annual Fashions Number can see why this ex- tran be gu less your order is re= cived