Life, 1919-12-04 · page 66 of 80
Life — December 4, 1919 — page 66: what you’re looking at
What you’re looking at
This is a Christmas-themed advertisement, not political satire. The "Associated Optometrists of America" uses a Santa Claus illustration and holiday messaging to promote eyeglasses as gifts. **The pitch:** Eyes are described as "REAL FRIENDS" that have "served you faithfully" but cannot ask for help like human friends can. The ad suggests that if your eyes need correction, an optometrist can determine this, and glasses make an ideal Christmas present—one your eyes will "appreciate" more than you'd expect. **The appeal:** Framed as altruism ("season of gladness and unselfishness"), the advertisement encourages readers to visit an optometrist to check whether they or loved ones need spectacles. The tagline promises that corrected vision will make Christmas "merrier" and brighter ("glisten of the snow-man will have a new sparkle"). This is straightforward early-20th-century advertising using emotional and personification appeals—treating eyes as deserving companions worthy of care and gift-giving.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“CHRISTMAS LIFE: Re PO OO UL PR IY wnsnsndd snes sea, Dvave Jbawe Storey Seven Denevicrenrinern bree dérnec’ ne Rees Dhn ee Onan Ab ane a eS THE MERRIEST CHI TO YOU AND YOUR EYES cAt this season of gladness and unselfishness we beg to suggest that your eyes be included on your list of friends to be remembered. THE EMBLEM OF OK OPTICAL SERVICE. LOOK FOR IT WHERE YOU LUY YOUR GLASSES. MEMBER They have served you faithfully and well since the last yuletide. They are FIRST among your REAL FRIENDS. Of course you haven't intentionally failed them .... however they have not been able to ASK for your assistance as you have been able to ask assistance of them. They cannot tell you if they need a gift of glasses. But— an Optometrist can and he will if you will ask him. If your eyes need glasses they'll ap- preciate them as a Christmas gitt far more than you can know. In return they'll make the yuletide merrier and the glisten of the snow-man will have a new sparkle. if you do not know an Optometrist in your locality write to thic association cand we will send you, gratis, the little booklet that tells the good of cyesight con- servation and also we'll advise you of the names of Optometrists in your vicinity. The Associated Optometrists of America INC. Home Office, Richmond, Virginia : \B 1 Ey a ERA RRR Prec ond a erttnn co teeretw dteret erent beretee nes sverttnecrers-entreungese? Geoetpeneepenmepnetr ect! Stans dbavetheve /DaseOvusC\sece wenScuesbeew oct comicbooks.com ay