Life, 1924-09-04 · page 4 of 36
Life — September 4, 1924 — page 4: what you’re looking at
What you’re looking at
This is a **clothing advertisement**, not political satire. Hart Schaffner & Marx, a menswear company, promotes their fall suit line in *Life* magazine. The ad features an illustration of a well-dressed man in a light-colored suit, bowler hat, and tie, posed confidently. The accompanying text uses vivid language to describe the suit's features—broad shoulders suggesting athletic capability, a comfortable fit for active men, and properly tailored trousers. The phrase "a small thing to look for, a big thing to find" refers to the company's label as a mark of quality. This reflects early 20th-century advertising that equated branded clothing with social respectability and masculine competence. The ad targets middle-class men seeking fashionable, well-made business attire.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
oq HART SCHAFFNER & MARX te WHAT YOU'LL FIND THIS FALL IN A HART SCHAFFNER & MARX SUIT The shoulders will give you the look of a man who can pull an oar; the coat hangs as easily and free as a velour drape ~ just a trifle snug at the hips; the vest will suggest the waist line of a commuter who can gtill run for his train; the trousers will hug snug at the belt and 3 swing straight and free to the full cuff Toy'l find our label in these clothes; a small thing to look for, a big thing to find comicbooks.com