Life, 1918-11-28 · page 2 of 34
Life — November 28, 1918 — page 2: what you’re looking at
What you’re looking at
This page is primarily **advertising for W.L. Douglas shoes**, occupying the left half. The central image shows a factory manager or owner (the man with the mustache) overseeing shoe manufacturing, with the slogan "The Shoe That Holds Its Shape." The ad emphasizes that Douglas stamps the retail price on shoe bottoms to prevent markup fraud—a consumer protection pitch. The right side contains unrelated content: "Indian Relics," a philosophical anecdote about tempting women; "Optimism," a poem about developing cheerfulness; and advertisements for the Biltmore Hotel and theater district. **This is not political satire.** It's a standard issue of *Life* magazine functioning primarily as an advertising vehicle, with filler content. The Douglas shoe ad is the dominant editorial element.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Pebuisned Weekly oy Lite Pubiishing Company sey West Ji St price is W. L. worth the price paid for them. Stamping the price on every pair of shoes as a protection against high prices and unreasonable profits is only one example of the constant endeavor of W. L. Douglas to protect his customers. W. L. Douglas name on shoes is his pledge that they are the best in materials, workmanship and style possible to produce at the price. Into every pair go the results of sixty-six years experience in making shoes, dating back to the time when ‘W. L. Douglas was a lad of seven, peg- ging shoes. retail price For sale by 105, W. W. L. Do W. "i. Botutas by malt, “Sen CAUTION—Before you buy be sure W. L. Dougl: stamped on the bottom and the it If the stamped price has been mutilated, BEWARE OF FRAUD. 1, Douglas sores and over 9000 President WL. DOUGLAS igias dealers, or can be ordered direct trom SHOE COMPANY. Tor booklet telling 147 SPARK STREET. Row fo order shoss through the mail. postage free cKTO! HOLDS [TS SHAPE” 00 $ G00 $700 & $g.00 .00 ‘ou’ll never need to ask “ =e is the price? ” when the shoe sales- man is showing you W. L. Douglas shoes because the actual value is determined and the retail price fixed at the factory before W.L.Douglas name and the retail price is stamped on the bottom. The stamped Douglas personal guarantee that the shoes are always ‘The, auality of W. L. Douglas product is guaranteed by more than 40 years e: rience in making fine shoes. The smart styles are the leaders in the fashion centres of America. They are made in a well-equipped factory at Brockton, Mass., by the highest paid, skilled shoemakers, under the direction and supervision of experienced men, all working with an honest determination to make the best shoes for the price that money can buy. The retail prices are the same everywhere. They cost no more in San Francisco than they do in New York. name and the ide top facing. BROC! Horcred as Second Class Mater Jue & Y.. uader the act Entered 98 Set ma Css Matter af th right i= England and the British Pow Indian Relics HE. philosopher Gishnu was ap. proached by three bowed discreetly One of them said: women, who “Twill tempt you with my mind Whereupon she told him ay story Then said the second “Twill tempt you with my face." And she smiled upon hin Then the third one said * You area philosopher. [will cempe you with my absence.” Then said Gishmu to the first two “Good-bye, girls. The only one who tempts me is the one who doesn’t want me.” Recs fags YS OME men at times are serious, Look arrogant, imperious, And clothe themselves in dignity august They'd better far experiment With laughter, mirth and merriment. For if they don't they'll surely go to rust. The only safe indemnity For too much stern solemnity Is one good-natured boist’rous, jolly laugh. Let's show our animosity Toward all this sham pomposity, And down it, in democracy’s behalf. Develop risibili it conquers disability, ¢5 to one a renovated life. jovial and humorous, merry jests are numerous, actise on your kiddies and your What though your son's a warrior; Don't get too sad or sorry, or cend to melancholy fits of blue! reserve a constant cheerfulness, With not a sign of tearfulness chances are the boy'll come hack to you. Addison F. Andrews. Ge BILTMORE] -°- Where the social life of New York centers by day and evening CLOSE TO ALL THEATRES | = ae SHOPS