Life, 1923-01-04 · page 31 of 44
Life — January 4, 1923 — page 31: what you’re looking at
What you’re looking at
This is a **product advertisement**, not political satire. The page promotes Eveready brand flashlights and batteries to early 20th-century readers. The dramatic photograph shows a man using a flashlight to navigate a dark interior space—likely meant to illustrate the product's practical utility. The accompanying text emphasizes reliability for travelers, outdoor enthusiasts, and everyday users. The tagline quotes someone claiming their flashlight is "as necessary as my traveling bag," positioning it as an essential travel companion. The advertisement stresses durability in weather, portability, and versatility across activities (fishing, hunting, boating, motoring). Pricing ($1.35 to $4.50) and cost-benefit arguments ("one use often repays the cost a thousandfold") were typical sales tactics of the era. The separate battery product shown demonstrates the company's integrated business model. This represents mainstream magazine advertising from an era when electric flashlights were still relatively novel consumer products.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Bereacty pspodigns 300- a ‘Range VERE Any FLASHLIGH ng, ny Ne evEREADy FLASHLIGHTS & BATTERIES » .“THAT’S RIGHT. MY EVEREADY FLASHLIGHT IS AS NECESSARY AS MY TRAVELING BAG” Wherever you are, wherever you go, an Eveready Flashlight is the one light you can have with you. Always ready to meet every need for light It needs no imagination to picture its countless uses in sight-seeing. It helps avoid mistakes. It prevents accidents. It is the only light you can carry in wind and rain, as steady and clear in a gale as in a calm. Whether you travel by land or sea; whether you are fishing, hunting, sailing, boating, or just motoring near home, it is common prudence to have an Eveready Flashlight. Instant light when you need it, right where you want it, it is liter- ally the light of a thousand uses. ea crerenty Fie tte costs tom fr3 to F490. One use often repays the cost a thousandfol. Eveready Flashlight Batteries fit and improve all makesof lashlights;they give a brighter light, they last longer. comicbooks.com