Life — March 21, 1918 — page 12: what you’re looking at

What you’re looking at

# Advertisement for Mimeograph Machine This is a **commercial advertisement**, not satire or political commentary. The A.B. Dick Company advertises the "Mimeograph" (an early duplicating machine) by showing an office scene where a woman operates the device while her boss watches approvingly. The ad's pitch emphasizes **efficiency gains**: the machine reduces operating staff and office expenses while producing "better letters, bulletins, forms, blanks, etc." faster than previous methods. The appeal targets business managers concerned with modernization and cost-cutting. The woman's presence suggests the Mimeograph could be operated by clerical staff, not specialized technicians—making it practical for offices of various sizes. This reflects early-20th-century optimism about labor-saving technology.