Life, 1925-04-02 · page 2 of 44
Life — April 2, 1925 — page 2: what you’re looking at
What you’re looking at
This is not a political cartoon or satire—it's a **straightforward advertisement** for Sheaffer fountain pens and pencils, circa early 20th century. The page displays two "Lifetime" brand writing instruments against an ornate decorative border. The ad claims these pens represent "the aristocrat of pen-dom" and feature a distinctive white dot marking for identification. The copy emphasizes durability ("practically unbreakable"), superior performance, and aesthetic appeal, calling it "the most beautiful pen in the world." Pricing is listed as $8.75 for men's pens and $7.50 for women's models. The company, W.A. Sheaffer Pen Company of Fort Madison, Iowa, positions the product as a status symbol and mark of leadership. This reflects early 20th-century luxury goods marketing targeting affluent consumers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
By its white dot you shall know it as the aristocrat of pen-dom A mark of leadership, a symbol of pen supremacy made manifest by record sales! The American buyer has pronounced it “the most beautiful pen in the world, in performance as well as in appearance” —and has backed that pronouncement with a mighty demand. It is another Sheaffer success founded upon downright certainty of performance, the jewel-like radite that is practically unbreakable, and the triumph of fine color. And Sheaffer pencils cleave to the same high standards. Look for the white dot that attractively identifies the Sheaffer jade “Lifetime.” “Lifetime” pen $8.75—Ladies’ “Lifetime"’ $7.50—guaranteed. Others lower At better stores everywhere SHEAFFER'S PENS>PENCILS*+ SKRIP W.A SHEAFFER PEN COMPANY FORT MADISON, IOWA . ) SOR Zi comicbooks.com