Life, 1923-08-23 · page 31 of 36
Life — August 23, 1923 — page 31: what you’re looking at
What you’re looking at
This page is primarily **advertising, not satire or commentary**. It's a Bostonian shoes advertisement from Life magazine promoting "The Wales" oxford shoe model. The ad uses a pseudo-philosophical pitch rather than humor: it argues that good style depends 50% on the wearer, emphasizing that shoes must conform to individual foot shapes rather than forcing feet into standardized molds. The copywriting appeals to individualism and comfort—a selling strategy positioning Bostonian shoes as thoughtfully designed for diverse feet. The shoe illustration shows a two-tone oxford with decorative banding. The ad closes with "Friends for Your Feet" and notes availability through local merchants at $7-12—substantial pricing for the era, suggesting a quality product. There's no political satire visible. This is straightforward period advertising using personality-based marketing language common to 1920s-30s consumer media.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“A broad-toe, blucher oxford with double welt. Made in blackand tan calf and grained The WALES GOOD STYLE IS 50% YOU C isn’t enough for your shoe to be shapely. It must be the shape of YOUR foot. And your foot is never the same as the other fellow’s. Bostonian shoes recognize this. Each Bostonian style is built for a special type of foot. Remember your foot has to mould the shoe; the shoe can’t mould your foot. Unless your own individual foot shape is built into a shoe, it never can seals satisfy. yy NS > ») Bostonians are foot-friendly shoes. There isa merchant in your town proud to show them to you. D INS FRIENDS FOR YOUR FEET Seven to Twelve Dollars comicbooks.com