Life, 1925-01-22 · page 4 of 36
Life — January 22, 1925 — page 4: what you’re looking at
What you’re looking at
This is primarily a **Hart Schaffner & Marx clothing advertisement** disguised as editorial content—a common early 20th-century advertising technique. The central illustration shows a medieval trumpeter on horseback announcing at city gates, referencing King Richard the Lionhearted's 12th-century travels. The text draws a parallel: just as Richard's herald announced his arrival to city officials, the Hart Schaffner & Marx "trumpeter" (their salesman) announces the company's quality clothing to consumers. The satire is gentle—portraying advertising itself as a modern form of heralding or proclamation. The joke positions the clothing brand as important and legitimate as royal announcements, elevating commercial messaging to historical significance. The trademark heraldic shields flanking the central image reinforce this "official" presentation. This reflects how early 20th-century advertising blurred entertainment and promotion.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Cooyrate 1925 Mart Scbatiner & Mare aos = ee me oe eS 8 ACK in the twelfth cen- tury when Richard the Lionhearted started out to visit his constituents and spellbind them with his mighty sword instead of ora~’ tory, he had no telephone; radio or telegraph to transmit the word to the city officials and the morning newspapers that he was on the way He pulled up infront of the city gate; sent his trumpeters up to give his call; the gate-keepers knew the blast; they recognized Richard’s heraldic insignia on the trumpeter’s banners And the gates opened So the trumpeter became one of the earliest of advertising men AND THE GATES OPENED His call forecasted the begin- ning of interesting and impor- - tant events Today the trumpeter on horse- back is still doing his work; not quite so romantic or pictur- esque, but certainly just'as im- portant He is announcing to the world that Hart Schaffner & Marx clothes are good clothes, and where they can be found He is the Hart Schaffner & Marx trademark has been for fifteen years Hemeansnotonly Hart Schaff- ner & Marx clothes; he means style, quality, good value, all- wool fabrics And above all- a good store HART SCHAFFNER & MARX se aoe ee OSB e eS eeeeaeeeueese me seeaeaee eee ee eee eee ee comicbooks.com