Life — May 15, 1919 — page 7: what you’re looking at

What you’re looking at

# "Dippy Diplomacy" - Life Magazine Advertisement Page This page contains a humorous short story ("Dippy Diplomacy") on the left, but the dominant content is a **full-page advertisement for Cat's Paw Rubber Heels** by the Foster Rubber Company of Boston. The ad uses comedic illustrations showing people in various situations—at an office, commuting, playing sports—arguing that rubber heels prevent fatigue and worn shoes. The central cartoon shows a group of men appearing to slip or slide, illustrating the product's grip and safety benefits. The humor relies on everyday workplace and travel frustrations relatable to 1920s readers. The ad emphasizes practicality: rubber heels absorb shock, prevent slipping, and keep shoes from getting muddy—concerns that would resonate with commuters and office workers of that era. The "Cat's Paw" branding and mascot give the product personality.