Life, 1922-10-12 · page 2 of 36
Life — October 12, 1922 — page 2: what you’re looking at
What you’re looking at
This page is **primarily an advertisement**, not satire or political commentary. The American Radiator Company uses metaphorical language to market heating systems. The image shows an elephant struggling in snow—a visual metaphor for winter's hardship. The text personifies winter as a predatory "wolf" threatening children's health and elderly people's vitality. This rhetorical strategy frames the company's radiators (IDEAL TYPE A HEAT MACHINE, ARCOLA, and American Radiators) as protective shields against nature's dangers. The coupon at bottom invites readers to request an illustrated book about home heating solutions. This is straightforward commercial messaging dressed in dramatic, poetic language typical of 1920s advertising. There is no political satire or cartoon joke present—the "fighting" referenced is purely metaphorical marketing copy.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Lire, Published Weekly by Life Publishing Compuny at 598 Madison Avenue, New York, N.Y. Annual Subscription, Five Dollars. Vol 80. No. 2084. Gcteber 12,1922. Entered as Second Class Matter June &,, 1883, at the Post Office at ., under the act of March 3d, 1879. ‘Printed in New Yo! Nintered av Seoond Class Matter at the Post Ofice Department Copyright, 1922, LIFE, in the United States, England and the British Possessions President President r mn Manager Kighting the wolf of winter American Radiator Company Dept. 33 Send me without obligation one of your Number of rooms in my home... Tue WOLF whose cry is the howling wind— The wolf that preys on children’s health and gnaws at the feeble heart of age— This wolf of winter the American Radiator Company has been fighting for more than thirty- five years. Out of the Company’s Institute of Thermal Research have come the most perfect protect- ors against the cold which engineering science has produced—the IDEAL TYPE A HEAT MACHINE and American Radiators for larger homes; ARCOLA and American Radiators for smaller homes. Where these stand guard the wolf howls in vain. They maintain a summer warmth through ‘the coldest hours and pay for themselves in the fuel they save. Every reaver of LiFe is invited to have an_ attractively illustrated book that solves the home heat- ing problem. Merely check the coupon and mail to the nearest address, AMERICAN RADIATOR COMPANY Ipeat Boilers and AMERICAX Radiators for every heating need 104 West 42nd St., New York — Dept. 33 816 So. Michigan Blvd., Chicago comicbooks.com