Life, 1920-09-30 · page 31 of 40
Life — September 30, 1920 — page 31: what you’re looking at
What you’re looking at
This is a full-page advertisement for Phoenix Hosiery, not political satire. The text appeals to consumer pride by suggesting that wearing quality stockings improves one's posture and self-esteem—literally making you "stand a little straighter." The ad claims Phoenix is outselling all competitors because economical buyers appreciate the combination of affordability ("thrifty") and elegance. The ornate decorative border and the stylized stocking imagery reinforce a message of quality and refinement. The pitch targets early-20th-century consumers' desire for both value and respectability. By marketing hosiery as conferring "pride in ownership," the advertisement transforms a mundane commodity into something psychologically rewarding—a marketing technique still used today.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“LIFE: CGC Doyou not stand a little straighter in your stockings when you have pride in the ownership of them? More people are buying Phoenix hosiery today than have ever bought any other brand. And the reason is, we are convinced, that economical buyers every- where are finding in our good product an unprecedented security and elegance—a thrifty and lasting pride in ownership. PHOENIX SOY OES comicbooks.com