Life, 1923-11-08 · page 31 of 36
Life — November 8, 1923 — page 31: what you’re looking at
What you’re looking at
This is not a cartoon or satire—it's a **straightforward advertisement** for Bostonians brand men's shoes, specifically their "Avenue" model. The page features a photograph of a black leather dress shoe and marketing copy emphasizing durability and style. The ad's central conceit is a play on words: "Avenue is built for tomorrow" suggests the shoe combines contemporary fashion ("style") with lasting quality and comfort. The copy addresses Boston customers directly, appealing to regional pride ("Bostonians are so built"). The price range of $7-$10 and mention of tan or black calf leather indicate this was mid-range formal footwear. The reference to a "Feet First" booklet and local merchants suggests this was part of a broader advertising campaign. This represents typical early 20th-century magazine advertising—lifestyle marketing that links product quality to personal character and regional identity.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
% AVENUE 3 Re Loz] H > ye s ~ a acd ISysh Avenue is built for tomorrow QyLeE may mean a clever squaring of de- = sign — an extra line of perforation at the tip—a new and rakish pattern—or it may FA ie ~ < PS s- mean building all that style into a shoe to look as smart, and fit your foot as well tomorrow as it does today. BOSTONIANS are so built. Your eye is satisfied with the style of Avenue. Let your = feet tell you the rest. There isa merchant in your town proud to fit you to Avenue. ROSTONIANS Shoes for Men LJ, oo jeahe Ce ©) x BY CA ta Pa BCG 3c a i 5 AVENUE, the shoe illustrated, may be had in rich tan or black calf; the price is $9 to $10, depending on your preference in color. Why not let us send you ‘‘Feet First,’’ a booklet con- taining several likeable autumn and winter styles COMMONWEALTH SHOE @& LEATHER CO., BOSTON AND WHITMAN, MASSACHUSETTS comicbooks.com