Life, 1922-08-10 · page 35 of 36
Life — August 10, 1922 — page 35: what you’re looking at
What you’re looking at
This is not a cartoon but an **advertisement for advertising itself**—a meta-promotional piece. It invokes the famous quote attributed to Davy Crockett ("Be sure you're right, then go ahead") to encourage readers to trust Life magazine's advertisements as reliable shopping guides. The piece argues that advertisements serve the public good by: - Stabilizing prices across sellers - Standardizing quality (implying only reputable products advertise) - Providing transparent cost and product information - Helping consumers make informed purchases For modern readers, this reveals early 20th-century assumptions about advertising's trustworthiness that seem naive today. The text presents advertising as essentially *consumer protection*—assuming advertisers maintain reputations through honest claims. There's no acknowledgment of persuasive manipulation or exaggeration, now standard concerns about advertising. The contact information at bottom identifies this as house advertising by Life's own advertising department, essentially promoting their own ad pages to readers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“Be Sure You’re Right” DY CROCKETT used to say: “Be sure you’re right, then go ahead.” That’s mighty sage advice. It’s a wise shopper who takes it to heart. Glance through the advertisements and in a few minutes you can set yourself right on numerous things you either want to buy now or at some future date. Advertising has stabilized prices. The advertiser names his price—the same for all. You can know that in paying it, you’re getting the same deal as the next one. “Be sure you're right.” It’s a duty you owe your pocketbook. Advertising has helped to standardize quality. Only the best of wares are spread out for you on these printed pages. The men who advertise here are mak- ing publicly certain claims, on the fulfillment of which depends their commercial success. “Be sure you're right.” Advertisements give you news of the latest and best things made with word as to what they cost and what they will do. They put before your eyes the pick of the country’s market and the selection of the particular kind, shape, size and color that best suits your taste and fits your pocketbook. Buy with your mind made up. Let the advertise- ments guide you away from mistakes. “Be sure you are right.” Read the Advertisements Gee. Bee. Are. LIFE’S Advertising Manager, Madison Avenue, No. 598, New York B. F. Provandie, Western Manager, Marquette Bidg., 1537, Chicago comicbooks.com