Life, 1920-02-19 · page 35 of 48
Life — February 19, 1920 — page 35: what you’re looking at
What you’re looking at
This is primarily **advertising**, not satire or political commentary. The page promotes Warren Standard Printing Papers by S.D. Warren Company of Boston. The ad uses **historical prestige** to sell paper. It invokes Christophe Plantin, a renowned 16th-century printer whose establishment still operates as a museum, and Benjamin Franklin, America's founding-era printer who printed New Jersey currency. The implicit argument: quality paper enables quality printing, just as these historical figures produced excellent work. The photographs show modern printers at work, positioning contemporary craftsmen within this honorable lineage. The ad emphasizes that "better paper" enables "better printing," and that printers take professional pride in their work—connecting consumer purchasing decisions to artisanal values. This reflects early-20th-century advertising strategy: associating commercial products with historical achievement and craft tradition to justify premium pricing and quality standards.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
hristophe ~Plantin to these men | better | paper RINTING is an art which is fostered by commerce. It is, nevertheless, an art, and the men who follow it are as proud of good work as Benjamin Franklin was when he printed with his own hands. from copper plates, the paper money for the Province of New Jersey. Printing has thriven under the impetus which catalog and booklet advertising has given it. Better Paper has also heiped to make Better Printing possible, and so has the fact that Better Printing pays. Whatever the reason why Better Print- ing pays, it does pay, just as better win- dow dressing or hetter counter display or better finishing of any merchandise pays. So, because we knew that Better Paper meant Better Printing, we standardized CHRISTOPHE PLANTIN was a 16th century printer, He knew and collabo. with the most learned men of his Notwithstanding that printing po and presses as we ke unknown to Plantin, his nowned for beauty and accuracy, end several were produced at the behest of royalty, His printing establishment et p is still maintained es a typo graphic museum and is @ Mecca for all lovers of printing. centuries ere je Franklin, Cas the manufacture of all grades of Warren printing papers which are now known as the Warren Standard Printing Papers. These papers are sold on the basis of the letter work they will enable the printer to do Your printer wants to do better work. Exam- ples of printing on Warren Standard Printing Papers are to be seen in Warren Service F s Suggestion Books and Brochures which the larger print shops have on exhibit. These books are also in the offices of leading paper merchants. and in those clubs whose libraries are devoted to the examples and lore of printing. Ss. D. WARREN COMPANY, Mass. Pri nting Papers comicbooks.com