Life, 1923-12-06 · page 78 of 84
Life — December 6, 1923 — page 78: what you’re looking at
What you’re looking at
This is a **Prudential Insurance advertisement** disguised as historical commentary. The text humorously compares Caesar Augustus to a modern insurance company executive, crediting the Roman emperor with practical innovations (plumbing, apartment housing, calendar reform) to establish him as a forward-thinking leader. The actual pitch comes at the end: just as Augustus reorganized Rome, modern men should make life insurance their "New Year's resolution." The tagline—"If Every Wife Knew What Every Widow Knows—Every Husband Would be Insured"—suggests that widows understand (through hardship) what living husbands should anticipate: the financial devastation of losing a breadwinner. The black-and-white image shows what appears to be classical Roman statuary and architectural elements, reinforcing the "Roman Palace" theme and lending gravitas to the insurance pitch. This is **advertising as cultural education**—wrapping a sales message in historical prestige.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
In a Roman ' Palace SAR Avucustus, first Emperor of Rome, was a man of many names and many talents. He started as Caius Julius. Then his friends a few years afterward tagged him Cesar Octav- ianus Augustus. Names and titles and pomp, however, meant little to him. He was shrewd and farsighted, and worked for the greatness and glory of his country. He found Rome a city of brick and left it marble and bronze. He first solved the housing problem by starting the modern apartment house idea. In his reign plumbing began, also, as an. essential of healthful, comfortable living. But above all else Czsar Augustus liked to toy with the calendar. So interested was he in this pastime that a month was named after him. Hewasespeciallyfond of getting a tablet and inscribing beneath the first three months the high spots of his career that had occurred therein. Notice, please, that January was one of these months. Also be sure and note that January is the commencement of a new year and a start afresh made. January is a most excellent month in which tothink of life insurance. Make it your first New Year’s resolution. THE PRUDENTIAL INSURANCE COMPANY OF AMERICA EDWARD D. DUFFIELD President HOME OFFICE: NEWARK New Jersey If Every Wife Knew What Every Widow Knows—Every Husband Would be Insured comicbooks.com