Life, 1924-05-01 · page 6 of 40
Life — May 1, 1924 — page 6: what you’re looking at
What you’re looking at
This is **not a cartoon or satirical content** — it's a **straightforward advertisement** for Phoenix Hosiery, a Milwaukee-based manufacturer. The ad celebrates a genuine business achievement: 300 million pairs of hosiery produced in ten years, enough to clothe every American's feet. It positions Phoenix as the market leader in "high-standard hosiery," emphasizing value, durability, and affordability. The page also announces a **naming contest** ($1,000 prize) for their new "Phoenix girl" product mascot, judged by Charles Dana Gibson (Life's publisher), Walter Dill Scott, and Glen Buck. This represents typical early 20th-century industrial advertising — celebrating American manufacturing capacity and brand reputation. There is no satire here; *Life* magazine accepted paid advertisements alongside its editorial content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Three hundred million hose have come out of our great factories at Milwaukee, more than enough to clothe the feet of every man, woman and child in America. A.world achievement, done in ten short years! And it means just one thing— and that is, that the buying public clearly recognizes the outranking value of Phoenix hosiery. For its good looks, and the long miles of strenuous wear it supplies at small cost, it has become the high-standard hosiery everywhere. One Thousand Dollar Award This sum will be given to the person who invents the best name for the picture of our new Phoenix girl. Other awards. No limiting conditions whatsoever. store windows today, or your merchant, for particulars. This award will be made by the following judges: Charles Dana Gibson, publisher of “Life,” New York. Walter Dill Scott, President, Northwestern University. Glen Buck, The Glen Buck Company, advertising, Chicago. Get particulars from your merchant and send answer to Milwaukee this week. Awards promotlv made. In event of ties full awards will be given cach winner. PHOENIX BVO vS. Tub GRY MILWAUKEE comicbooks.com