Life, 1923-05-03 · page 4 of 40
Life — May 3, 1923 — page 4: what you’re looking at
What you’re looking at
This page is **primarily an advertisement**, not political satire. It's a full-page ad for Phoenix Hosiery (Milwaukee) from an era when Life magazine was supported by advertising. The ad uses ornate decorative borders typical of early 20th-century design. The sales pitch argues that while silk prices have risen dramatically (over 50%), Phoenix silk hosiery remains competitively priced due to quality construction and durability. It appeals to budget-conscious families ("Buy for all the family now"), positioning the product as practical despite inflation. The historical context: this reflects a period when silk was a luxury commodity, and hosiery was essential daily wear for all family members. The copy invokes silk's ancient prestige while emphasizing modern value—a common advertising strategy blending heritage with affordability.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
’Tis a silk-garbed world—and the price of silk has advanced by giant strides. Already the recent increase has been more than fifty per cent. Since those ancient days when silk was a precious gift for kings, never has so much of it been used, and seldom before has its cost been higher. But the prices of Phoenix silk hosiery are today the lowest that a stout maintenance of a long-mileage wear-ability makes possible. Buy for all the family now. PHOENIX HOSIERY MILWAUKEE comicbooks.com