Life, 1919-04-17 · page 45 of 46
Life — April 17, 1919 — page 45: what you’re looking at
What you’re looking at
This page is primarily **advertising**, not editorial content or satire. The dominant feature is a large W.L. Douglas shoe advertisement, prominently displaying their "$4.00-$8.00" price range and emphasizing value. The copy argues that Douglas shoes are equal in quality to more expensive competitors ($10-12), highlighting their factory-direct pricing model and stamped retail prices as protection against fraud and inflated markups. This reflects early 20th-century consumer concerns about fair pricing and product authenticity. Lesser ads include the Biltmore Hotel (promoting New York's social scene), Pheona Evans Ale (non-intoxicating), and a small cartoon titled "The Librarian's Wooing" at bottom right, which appears to show slapstick comedy involving scattered books. The page also features an excerpt from Christopher Morley's essay about coat pockets—a humorous, nostalgic piece about everyday objects—typical of Life's literary content. The overall page reflects 1920s consumer culture and middle-class concerns about value and authenticity.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ery man pockets a roar. identify. fem, fly As lil 1 quickly wg BILTMORE Whire the social life of Mew York centers by day and evening private ally sur. CLOSE O ALL THEATRES AND SHOPS ; s is a one-way pocket: for the othee) § ocket of my coat is used shee ot timetables, most of which tke last 1 : est en changed, Also as iment of unanswered m_ book, forget s of paper » before noon.” The first hy my heirs after col- vencil, a ; : naiis Must he to cor ce letters, ni- . © writers of phate m that 1 was struck down vever, is When a small ing to sof my powers while on he post office to mail an -hand coat pocket is for coat pocket for tobacco in cup strapped in my left Swedish matches that It is an invention of or rite tended to allocate a pocket or greenbacks, but found it Christopher Morley. b) a No Goveroment License Required itwith Broiled Lobster, Oysters or Clams At eeares! Restaurant, Oyster or Chop House WANS © SONS — Faah 176 HUDSON.N.Y, Wuaeoyse “THE SHOE THAT HOLDS ITS SHAPE” $4:20 $4-50 $5.00 $6.00 $700 & $8.00 | IF you have been paying $10.00 to $12.00 for fine shoes, a trial will convince you that for style, comfort and service W. L. Douglas $7.00 and $8.00 shoes are equally as good and will give excellent satisfaction. The actual value is determined and the retail price fixed at the factory before W. L. Douglas ys name and the retail price is stamped on the bottom. Thestamped BOYS' | price is W. L. Douglas personal guarantee that the shoes are [3] always worth the price paid for them. The retail prices are & $3$3.5054 thesame everywhere. They cost no more in San Francisco than they do in New York, 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. The quality of W. L. Douglas product is guaranteed by more than 40 years experience in making fine shoes. The smart styles are the leaders in the fashion centers of America. They are made in a well-equipped factory at Brockton, Mass., by the highest paid, skilled shoemakers cater the direction and supervision of experienced men, all working with an honest deters mination to make the best shoes for the price that money can buy. CAUTION—Before you buy be sure W. L. Douglas name and the retail price is stamped on the bottom and the inside top facing. If the stamped price has been mutilated, BEWARE OF FRAUD. For sale by 106 W.L.Douglas stores and orer 9000 W. L. Douglas dealers, Nl, 06 Gy Wrerident WW. Te Donglas en ONCE or can be ordered direct from factory by mail, Parcel Post charges pro= Shoe Co., 147 Spark Ste, paid. Write for Llustrated Catalog showing how to order by mail. Brockton, Mass. mm InMaUtaORsT THE LIBRARIAN'S WOOING comicbooks.com