Life, 1924-02-07 · page 40 of 40
Life — February 7, 1924 — page 40: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not satire or political commentary. It promotes Holeproof brand stockings/hosiery, featuring an elegant woman in classical dress, posed before an ornate mirror. The ad's appeal is straightforward: women want attractive stockings that also wear durably through repeated use and washing. The "classical" styling—the woman's pose, the decorated frame, the "LIFE" masthead—lends sophistication to a mundane product. The sales pitch emphasizes that beauty and practicality aren't contradictory: Holeproof offers "sheer, lustrous appearance" combined with "woven-in strength." The moderate pricing claim suggests accessibility across economic classes. This represents typical early 20th-century consumer advertising in *Life* magazine, targeting middle-class women concerned with both appearance and household economy.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
[folepraf [fasierg TOCKINGS selected for beauty need not disappoint in their wearing qualities—not if you will ask for Holeproof. For in this famous hosiery, sheer, lustrous appearance is united with a fine-spun, woven-in strength that withstands long wear and repeated launderings. Moderate prices put Holeproof Hose within the reach of all, both for dress and every-day wear. Holeproof Hosiery is offered in a wide variety of styles in Silk, Wool, Silk and Wool, Silk Faced, and Lusterized Lisle for men, women and children Sold only in retail stores. If not obtainable locally, write tor price list and illustrated booklet. HOLEPROOF HOSIERY COMPANY, Milwaukee, Wisconsin Holeproof Hosiery Company of Canada, Limited, London, Ontario OHH Co. comicbooks.com