Life, 1923-09-20 · page 4 of 36
Life — September 20, 1923 — page 4: what you’re looking at
What you’re looking at
This is not a cartoon or satirical content—it's a **straightforward advertisement** for Phoenix Hosiery, a Milwaukee manufacturer of silk stockings. The ad uses the phrase "Sound footing!" as a pun (footing = feet, and sound = solid/dependable) to pitch silk stockings as both luxurious and economical. It emphasizes that Phoenix's "hand-finished" hosiery offers durability and long wear despite the high cost of silk, making it a smart investment rather than mere luxury. The ornate border is purely decorative, typical of early 20th-century magazine design. There is no political satire, caricature, or social commentary—simply period advertising rhetoric highlighting product quality and value to affluent consumers, likely women.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Sound footing! When you put your best foot forward it ought to be silk shod. For not only is silk the accepted fabric of elegance throughout the world, but when it is made into hand- finished hosiery by Phoenix methods, it has a long-mileage endurance that makes it a downright economy. Luxurious hosiery-travel at small cost! Sturdy beauty that commands leadership everywhere! These are compelling reasons why you should find sound footing in Phoenix hosiery now. PHOENIX HOSIERY MILWAUKEE comicbooks.com