Life — March 1, 1923 — page 4: what you’re looking at

What you’re looking at

This is primarily a **Mimeograph company advertisement**, not satire. The ad promotes the Mimeograph machine as essential business equipment for "modern commerce." The ornate oval illustration shows two figures in what appears to be an elegant office setting, likely representing successful businesspeople benefiting from the technology. The ad's title claims "the gods of commerce most generously serve those who make best use of their finest tools." The copy emphasizes the Mimeograph's role in reducing costs and increasing efficiency—it produces clean copies of typewritten forms, designs, and illustrations "privately, and at almost negligible cost." The text highlights its "twin," the Mimeoscope, for tracing illustrations. This reflects early-20th-century American business culture's faith in mechanization and efficiency as paths to commercial success. The ad concludes with an offer for a free booklet from A.B. Dick Company, Chicago.