Life, 1918-03-21 · page 53 of 56
Life — March 21, 1918 — page 53: what you’re looking at
What you’re looking at
This is a full-page advertisement for McCallum silk hosiery (stockings), not political satire. It depicts two Japanese women in traditional dress examining silkworm eggs and finished silk products. The ad uses Orientalist imagery—fashionable in early 20th-century American marketing—to suggest exotic origins and superior quality. The message claims that McCallum hosiery's "reputation for Quality Supreme" derives from careful silk production. The tagline promises that women wearing these stockings will be recognized as having "real distinction in dress." This appeals to consumers' aspirations for elegance and status. The Japanese setting lends authenticity and prestige to the product, exploiting contemporary fascination with Asian aesthetics while offering a "free booklet" to interested readers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
HIS ‘sorting of silkworm eggs is the first step in making the silk that gives McCallum Hosiery its reputation for Quality Supreme. When you meet the woman who has achieved real distinction in dress, “you just know she wearsithem.” i Interesting Booklet Sent Free on Request ; McCALLUM HOSIERY COMPANY. NORTHAMPTON, MASSACHUSETTS: pa a comicbooks.com