Life — April 17, 1924 — page 6: what you’re looking at

What you’re looking at

# Hart Schaffner & Marx Advertisement This is a **clothing advertisement**, not political satire. The image shows a man in a business suit crouching to examine fabric or seams with a magnifying glass, illustrating quality inspection. The ad's message plays on consumer anxiety about clothing durability: "New clothes nearly always look well at first; the important test comes months later." Hart Schaffner & Marx promises their garments will hold up over time—the "months later assurance" refers to durability rather than fashion. The tagline "A small thing to look for—a big thing to find" suggests checking for the manufacturer's label inside the garment as proof of quality construction. This appeals to early 20th-century consumers concerned about getting value for their money in ready-made clothing.