Life, 1924-12-11 · page 2 of 36
Life — December 11, 1924 — page 2: what you’re looking at
What you’re looking at
This is **not a political cartoon or satire**—it's a straightforward **product advertisement** for Sheaffer pens and pencils. The ad promotes the "lifetime" pen as an affordable luxury item, contrasting it with expensive goods like Rolls-Royce automobiles. The ornamental border and elegant presentation are typical design choices meant to convey quality and sophistication. Key selling points emphasized: lifetime guarantee, reliable mechanical function, large ink capacity, and "brilliant luster." The ad notes the pen costs $3.75 with cheaper options at $2.50, positioning it as accessible to middle-class consumers. This appears in *Life* magazine, which carried both satire and advertisements. There is no joke or political commentary here—just vintage marketing positioning a writing instrument as a durable, refined gift.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The gift of a lifetime We can't all own Rolls Royce motor cars, but the Sheaffer “lifetime” pen is within the range of every pocketbook. Ranking, as it does, amon}, the supremely fine things of the world—a mechanical masterpiece that has solved every pen difficulty —it is as surprisingly low in cost as it is exquisite in balance and beauty! A great American achievement! It is unconditionally guaranteed for a lifetime, has sreat manifolding, power, large ink capacity, brilliant luster, powerful clip, and a point unrivaled. You must see it today. At better stores everywhere. Price $8.75 Others as low as $2.50 Giftie set with pencil, $9.00 SHEAFFER'S PENS+>PENCILS:SKR W.A. SHEAFFER PEN COMPANY FORT MADISON, 1OWA comicbooks.com