Life — December 27, 1923 — page 2: what you’re looking at

What you’re looking at

# Hart Schaffner & Marx Advertisement This is a **clothing advertisement**, not political satire. The page features a well-dressed man in a suit sitting confidently, holding a hat and briefcase. The ad distinguishes between two types of clothing: 1. Clothes that prompt friends to notice the **garment itself** ("Look at the new suit") 2. Clothes that prompt compliments about **the wearer** ("How fine you're looking") Hart Schaffner & Marx claims to make the latter kind—garments so well-made and flattering that they enhance the person wearing them rather than calling attention to themselves as novelties. The message targets middle-class men concerned with appearing refined and well-groomed. This represents early 20th-century aspirational marketing emphasizing quality and subtle sophistication.