Life, 1919-03-20 · page 43 of 44
Life — March 20, 1919 — page 43: what you’re looking at
What you’re looking at
This page is primarily **advertising**, dominated by a large W.L. Douglas shoe ad. The ad emphasizes value and transparency: shoes priced $4-$8 that compete with competitors charging $10-$12. Douglas stamps prices directly on shoes as a guarantee against fraud and "unreasonable profits"—appealing to post-WWI consumer skepticism about inflation and profiteering. The small cartoon at bottom depicts a couple in financial distress, with the wife saying they "mortgaged the house to buy that car." This satirizes the emerging American consumer culture and installment-buying mentality of the 1920s, warning of the dangers of overextending for luxury goods (automobiles were still expensive novelties). The left column discusses Douglas supporting a government aid defender (likely Secretary of War candidate Douglas Fairbanks), positioning the shoe company as patriotic—relevant post-war political messaging. The Biltmore Hotel ad notes it's "close to all theatres and shops," targeting affluent consumers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
*LIPFE- Attention, T. B. M.! L “THE SHOE THAT HOLDS ITS SHAPE" ork in tra © a great comfort to many = ve been trembling at the tpon the administr litors, to learn that the Bloom, 1 (almost on its haunches) ! ern, t secured an able defender at Fair been engaged n, and has served on a natghty press instructions are by Mr. Frank R. Wil- I director of Victory Loan legraphs him ¥ since the war the air led with the spirit of criti 1 individ) ureat ive proper credit f eace program, incon railroad travel during | Maa inde of hone $400 $4:50 $5.00 $6.00 $700 & $800 Inct of war, too IF you have been paying $10.00 to $12.00 for fine sho r labor, trial will convince you that for style, comfort and service ; W. L. Douglas $7.00 and $8.00 shoes are equally as good and ne eer will give excellent satisfaction. The actual value is determined , tae svmeriek: “BUARIORES and the retail price fixed at the factory before W. L. Douglas | slowly in the war . . name and the retail price is stamped on the bottom. Thestamped 14 Mr. Fairbanks is to put the quictus | price is W. L. Douglas personal guarantee that the shoes are W Pierre ca all this by a moving-picture exhibit always worth the price paid for them. The retail prices are $333.50%4 vwaich he will appear as the official thesameeverywhere. They cost no more in San Francisco than they do in New York. We wish him ee at ie Stamping the price on every pair of shoes as a protection against high prices and ired business men, who have been pay unreasonable profits is only one example of the constant endeavor of W. L. Douglas g (or therwariatd wonilering where to protect his customers. The quality of W. L. Douglas product is guaranteed by x to get off, can be moved more than 40 years experience in making fine shoes. The smart styles are the own misfortunes, that leaders in the fashion centers 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 deter- i mination to make the best shoes for the price that money can buy. r taxpayers shall t CAUTION—Before you buy be sure W. L. Douglas name and the © returns the excess retail price is stamped on the bottom and the inside top facing. If every year to the stamped price has been mutilated, BEWARE OF FRAUD. For sale by 106 W.L.Douglas stores and over 2000 W. L. Douglas dealers, Douglas or can be ordered direct from factory by mail, Parcel Post charges pre- Dr te paid. Write for Ilustrated Catalog showing how to order atl. ATR TT m MTA te BILTMORE Where the social life of New York centers by day and evening CLOSE TO ALL THEATRES i AND SHOPS i “ PERHAPS, AFTER ALL, MARY, IT WAS A MISTAKE TO MORTGAGE THE HOUSE TO SS> ee seas BUY THAT CAR