Life, 1924-08-21 · page 36 of 36
Life — August 21, 1924 — page 36: what you’re looking at
What you’re looking at
This is a **straightforward product advertisement**, not satire or political commentary. It promotes Holeproof brand hosiery (stockings) from Milwaukee, Wisconsin, featuring an elegant woman in period dress seated and displaying her legs and footwear. The ad emphasizes quality and durability—the brand name itself promises stockings that are "holeproof" (won't develop runs or holes). The marketing pitch highlights new fashion colors (Peach, Rose, Beige, Orchid, Sunburn, Silver) and materials (silk, silk-faced, lusterized Isle). The ornate Art Deco-style border and refined illustration reflect early 20th-century advertising aesthetics. This appears to be a typical **LIFE magazine advertisement** from the 1920s-1930s era, when the magazine mixed satirical content with fashion and consumer product ads aimed at middle and upper-class readers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
VER forget that the exquisite appearance of Holeproof Ho ery—the lovely new colors, the but one part of its su proof, as in no on ia; Luxury that is economy. Why? Because v materials. Be: haunderin use only highest quality we have had more than a ery. The very newest shades and colors are being shown now at all good stor Beige, Airedale, Orchid, Sunburn, Silve many others. Silk, silk Styles also for men and children. Holeproof is sold only through retail stores. If not available locally, write for booklet and prices. HOLEPROOF HOSIERY COMPANY, Milwaukee, Wisconsin Holeproof Hosiery Comp y of Canada, Limited, ndon, Ontario Ou Co comicbooks.com