Life, 1923-06-07 · page 44 of 44
Life — June 7, 1923 — page 44: what you’re looking at
What you’re looking at
This is a **product advertisement**, not political satire. It promotes Holeproof brand hosiery (socks and stockings) through a stylized illustration of a woman in 1920s fashion holding up a large shield-shaped design featuring a bird with spread wings. The visual pun is the advertisement's core appeal: the shield contains an elaborate bird illustration, playing on the brand name "**Holeproof**"—the bird's wings suggest durability and the absence of holes. The woman's pose, with extended leg showcasing the hosiery product, was typical of Art Deco advertising aesthetics of the era. The text emphasizes that despite being affordable ("reasonable prices"), Holeproof offers quality comparable to much more expensive alternatives, combining "style and serviceability." The ad notes availability in silk and lisle materials for all family members in popular colors. This reflects early-20th-century consumer marketing strategies targeting middle-class buyers seeking value-for-money branded goods.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Holeprwt f& Hosiery 7, OLEPROOF is the hosiery of lustrous beauty and fine texture that wears so well. It is not surprising, therefore, that it is selected by many people who NNIW SITO4vaNN can afford to pay far more for their hose, but who prefer the Holeproof combina- D. tion of style and serviceability at such reasonable prices. Obtainable in Pure Silk, Silk Faced, and Lusterized Lisle styles for men, women and children in the season’s popular colors. If your dealer cannot supply you, write for price list and illustrated booklet. HOLEPROOF HOSIERY COMPANY, Milwaukee, Wisconsin Holeproof Hosiery Company of Canada, Limited, London, Ontario © H. H. Co. comicbooks.com J