Life — April 10, 1919 — page 6: what you’re looking at

What you’re looking at

# Analysis This page is **not a cartoon or satire** — it's a straightforward advertisement for Martin & Martin Shoes, a high-end footwear retailer. The ad promotes their new second New York store (583 Fifth Avenue) and existing Chicago location, emphasizing quality over price. Key selling points include: - Shoes priced at $10-$20 (expensive for the era) - Claim of superior comfort and durability despite higher initial cost - Focus on "social correctness" and fashion for wealthy clientele - Personal fitting service and mail-order availability - Emphasis on customer satisfaction over aggressive salesmanship The italicized text highlights the brand's philosophy: prioritizing permanent customer relationships over quick profits. This represents early 20th-century luxury marketing targeting fashionable, affluent Americans.