Life, 1923-07-12 · page 2 of 40
Life — July 12, 1923 — page 2: what you’re looking at
What you’re looking at
This page is **primarily an advertisement**, not satirical content. It promotes B.V.D. brand underwear, marketed to "cool, keen, level-headed men who follow the world of sport." The advertisement features two illustrations of men in underwear flanking a central photograph of what appears to be a sporting event with crowds. The text emphasizes the product's quality, durability, comfort, and "famous fit." There is **no political satire or cartoon** on this page. It's a straightforward early-20th-century commercial advertisement using appeals to masculine athleticism and social status to sell men's undergarments. The "Red Woven Label" serves as the brand identifier. This represents typical Life magazine advertising from this era, though Life was primarily known for satirical content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Lire ve Published Weekly by Life 8M Publishing Some of the Exclusive (patented) Comfort Giving Features that contribute to the popularity of the “B.D.” Union Suit “B.V.D."shaped elastic insertions at shoulders and encircling waist make these cool, loose- fitting undergarments instantly responsive to your slightest move- ment. These ever- elastic insertions are knitted byus on spring needle machines from yarns spun from selec- fed cotton in our own yarn mill. B. V.D." elastic rein- forcement in the back of the waist band immeasurably streng- thens the wear of the garment at the point of greatest strain, The perfect “B,V.D." closed crotch com- pletely covers the crotch and gives suffi- cient seat opening without surplus trunk length and uncomfort- able needless material at crotch. Union Suits Men's, $1.50 and upward the suit ‘Youths’, 85c the suit They know why they prefer “B.V.D.” 'HE cool, keen, level-headed men who follow the world of sport and lead the world in comfort—they know the Unvarying Quality, Long Wear and Famous Fit of “B.V.D.” Underwear, and make it a part of their formula for getting the most out of life. From raw material to finished product we practice ceaseless careso that every“B.V.D.” garment is of the quality that has brought world-wide preference for our product. The cool, durable nainsook of “B.V.D.” is woven in our own mills from selected cotton and finished in our bleachery. In our factories vigilant inspection guards every process of skillful cutting, sturdy stitch- ing, well sewn buttons and accurate finish. There is only one “B.V.D.” Underwear It is always identified by this Red Woven Label MADE FOR THE } IBV.D] {BEST RETAIL TRADE (Cade Rog VS Re Of nd Figen’) The B.V.D. Company, Inc., New York Sole Makers of B.V.D." Underwear Cuanies Dana Le Rox LOOSE-FITTING “BV.D.” Coat Cut Undershirts and Knee Length Drawers are the “standby” of millions of men who wear two piece underwear “B.V.D."is the constant choice of these men be- cause they know that “B.V.D." Coat Cut Undershirts and Knee Length Drawers are correctly cut as to size and that there is a shapeliness to the garments that makes them hang smoothly and evenly with neither too much nor too little fulness. The garments are tail- ored with noticeable balance and drape, re- taining both,no matter how long worn or how often washed. These“ B. V. D." gar- ments are reinforced at points of possible strain — all seams sewn with lockstitch throughout andcannot unravel, Undershirts and Drawers 8Sc and upward the garment ©1923, The B.V.D. Company, Ine, comicbooks.com