Life, 1920-11-04 · page 47 of 60
Life — November 4, 1920 — page 47: what you’re looking at
What you’re looking at
This is **not a cartoon or satirical content**—it's a full-page **advertisement** for 1847 Rogers Bros. silverware, placed in *Life* magazine. The ad promotes a practical innovation: consumers can now buy silverware pieces individually in matching patterns, gradually building a complete service without major expense. The photograph displays an elegant table setting with various pieces—teapot, cups, plates, forks, spoons—to demonstrate the coordinated aesthetic. The tagline "The Family Plate for Seventy Years" emphasizes durability and longevity. The pitch addresses middle-class households: you can acquire quality silver service "without seriously interfering with the household budget" by purchasing pieces over time in one consistent pattern. This reflects early-to-mid 20th-century consumer culture: manufacturers marketing aspirational domesticity and incremental purchasing to working families. The International Silver Company (parent firm) uses *Life*'s audience to reach affluent readers seeking both elegance and practicality.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
' 1847 ROGERS BROS. § SSSI ek 6d) — SAIC Louvain | Pattern “LIFE. SILVERWARE The New Way to Buy Silverware OR many years, in selecting spoons, forks and knives, the choice in the great majority of cases has been “1847 Rogers Bros.,” because of the beauty of pattern and the wonderful dura- bility of the ware. There is now another important reason for such a choice. Today, it is possible to select a pattern which grows, so that you can buy the Spoons, Knives and Forks, knowing that any time later you can purchase Tea and Coffee Sets, Meat and Vegetable Dishes, Trays, ete., in exactly the same pattern. In this way, a complete Silver Service can be collected without seriously in- terfering with the household budget. This feature of harmony be- tween all pieces in a silver service is distinctive with 1847 Rogers Bros. Silverware—made in one quality only, the best-—and guar- anteed always without qualifica- tion. Sold by leading dealers, Write for folder “Y-82", illustrating other patterns, to the International Silver Co., Meriden, Conn. The Family Plate for Seventy Years comicbooks.com