Life, 1920-09-30 · page 37 of 40
Life — September 30, 1920 — page 37: what you’re looking at
What you’re looking at
This page is primarily **advertising**, not political satire. The dominant content is a W.L. Douglas shoe advertisement featuring the company founder's portrait and an illustration of a shoe salesman with customers. The ad's rhetorical strategy is notable: Douglas emphasizes that shoes are "stamped on the bottom" with the retail price as "your protection against unreasonable profits"—a pitch designed to appeal to early-20th-century consumer consciousness about price-fixing and manufacturer markups. The claim that prices are "the same everywhere" underscores this anti-monopoly messaging. The page also includes book reviews, including one for "Samuel Lyle, Criminologist," described as an entertaining mystery novel. The **Chicona Evans Beverage advertisement** at bottom right is incidental—a soft drink ad noting it was "formerly known as Chicona Evans Ale." There is **no political cartoon** on this page; the illustrations are commercial advertisements, not satire.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
-LIFE: The Latest Books | Z (Continued from page 390) e@ 'e Englsh-farce-comedy. Nor is this all THE SHOE THAT HOLDS ITSGJ/SHAPE of the ties are savor | $FLOO $ZOO $900 g $1020 SHOES except in bine themes FOR MEN AND WOMEN match for her striking powe | you CAN SAVE okey po weird Harriet a fhe ais by “ee | WwW. L DOUGLAS SHOES ‘orris. (Doubleday, age § 0. ose who will dance must pay the pA . ie best known shoes siger.” Harriet is the Beautiful Gov- ; LR in the world. They emess with a Past—entirely Innocent, but m ~ g are sold in 107 W. L. ot so Appearing. The plot of this new f : Douglas stores, directh el by the author of that fine story, Siters, is mere adroitness with thread- from the factory to you ye coulated f eal ; at only one profit, which guarantees to bare material manipulated for the pu ; i a6) @l pose of magazine serial “ suspense.” Mrs you the best shoes that can be produced, at Norris’s genuine skill in characterization j é the lowest possible cost. W.L. Douglas and her mastery of rich and fascinating igs ‘ Y 3 name and the retail price are stamped on detail make it certain that the reader will ay the bottom of all shoes before they leave fike the first half, or three-quarters, of I shoe , the book and will not lay it down unfin- the factory, which is your protection ished. But having laid it down, finished, 2] aay. y against unreasonable profits. there is considerable danger of a—well, ry W.L.Douglas $9.00 and $10.00 shoes are abso- reaction !—setting in, _ | lutely the best shoe values for the money in this Atlantida, by Pierre Benoit. (Duffield y country. They are made of the best and finest &Co.) Of two men whose adventurings : A leathers that money can buy. They combine take them into a kingdom of innermost C . f quality, style, workmanship and wearing quali- NI ties equal toother makes Galline at higher prices. They are the leaders in the fashion centers of America. The stamped price is W. L. Douglas personal guarantee that the shoes are always worth the price paid for them. The prices are the same everywhere; they cost no more in San Francisco than they do in New York. W. L. Douglas shoes are made by the highest paid, skilled shoemakers, y under the direction ‘m1 , | : supervision of experie: men, all working riminolog ist d with an honest determination to make the best F shoes for the price that money can buy. 1 W. L. Douglas shoes are for sale by over 9000 shoe dealers Therapeutic values of reading mys- besides our own stores. If your local dealer cannot supply tery stories—Admiral Grayson, physi- ou, take no other make. Order direct from factory. Cee fe praene: Wilke test tea ¥or booklet telling how to order shocs by mail, postage free. talking enthusiastically about them in .L.Dor P the newspapers. He says that nothing | las shoes. Th aad H]oBrugls rests the President after a hard period that it has not been changed or mutilated. of work so much as a mystery story. |iqyy Ne eT AN The tale is a challenge to the reader to | = 7 — —F solve the puzzle in advance of the . Solution finally offered by the author. Africa ruled over by the last of the At- Everybody Enjoys citer tir clishal or th and to diss | jantides, the descendant of Cleopatra. A | whatever i Ft the wmectery | book for all who were thrilled by Sir ever is the cue of the mystery eet before the fictitious detective, amateur | Rider Haggard’s She. or professional, gets the answer “ Queen Lucia,” by E. F. Benson. (Geo ‘a . . H. Doran Company.) Weather the first ‘Samuel Lyle, Criminologist,” by] chapter and you will chuckle through all Arthur Crabb, is a book of enthralling fcsea ty on eh ae ie spine pages of this comedy at with the settings in fashionable society | “TS'S rural lie. | © Queen Tucia circles ¥} one of those absurd women who super- 7 vise the “cultural” life of an entire com- ‘Samuel Lyle, Criminologist,” is} munity and whose pretensions are the plished by ate Century Co., 35: thinnest sort of ourth Ave, New York City, ii te 0 ick ; * sold at a é doesn’t use a slapstick, and while he 'd at all bookstores for $1. makes fun of such people as Lucia, he FORMERLY KNOWN AS CHECONA EVANS ALE sed i There must be something in it refuse to sneer at them. He knows Ty Pare Chee eee they’re human under their skins. Onder case from nearest dealer 5 C. H. EVANS & SONS Evtad 1786 HUDSON, N.Y. Grant M. Overton, of invention amuel Lyle, veneer. Mr. Benson comicbooks.com