Life — October 19, 1922 — page 4: what you’re looking at

What you’re looking at

# Phoenix Hosiery Advertisement This is **not a cartoon or satire**—it's a straightforward advertisement for Phoenix brand hosiery from an early 20th-century issue of *Life* magazine. The ad uses ornamental Art Nouveau borders and makes practical claims about the product: that fine silk hosiery reduces friction between foot and shoe while remaining durable for long-distance wear. The language emphasizes durability ("withstands severest usage") and affordability ("low cost"). The phrase "Step on it!" is a period colloquialism meaning to hurry or go faster—a pun playing on the product being something one literally steps in. The ad targets "men, women and children of America," suggesting hosiery was marketed broadly across genders and ages.