Life, 1922-10-19 · page 4 of 36
Life — October 19, 1922 — page 4: what you’re looking at
What you’re looking at
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.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Step on it—for greater mileage and downright comfort. Your hosiery is something more than a mere decoration. Fine silk not only minimizes friction between foot and shoe, but since it makes the stoutest thread, it also makes the stout- est stocking. Phoenix hosiery stands first in world sales be- cause it withstands severest usage over long miles—and at lowcost furnishes tothemen, womenand children of America an accel- erating refinement. Step on it! PHOENIX HOSIERY comicbooks.com