Life, 1919-12-04 · page 74 of 80
Life — December 4, 1919 — page 74: what you’re looking at
What you’re looking at
This page is primarily **advertising, not political satire**. It contains Christmas gift advertisements for Fifield's men's wear shop in Chicago. The left side showcases gentleman's accessories (neckties, robes, handkerchiefs) with prices and product descriptions. The right side advertises Applin apple juice in a champagne bottle, accompanied by an illustration of children looking out a window. The only satirical element is the **Applin juice advertisement's framing**: marketing non-alcoholic apple juice "like champagne" plays on the irony that during Prohibition (roughly 1920-1933), legitimately marketed beverages had to avoid appearing to substitute for actual champagne—yet this ad does exactly that, suggesting the product as an acceptable alternative for "good drinks." The children's window scene reinforces family/wholesome values positioning. Otherwise, this is straightforward holiday retail promotion typical of *Life* magazine's commercial content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
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