Life, 1926-04-08 · page 4 of 52
Life — April 8, 1926 — page 4: what you’re looking at
What you’re looking at
This page is primarily a **commercial advertisement**, not political satire. It promotes Wescott Soles, a shoe sole product made by United Shoe Machinery Corporation in Boston. The advertisement emphasizes the sole's "gripping power" and superior traction on wet surfaces—features marketed as essential for both golf courses and "treacherous wet pavements." Small comic illustrations show the sole's practical applications. The right column contains "Enterprise," a brief humorous piece about a newspaper makeup editor's morning routine, and "The Simple Life," a short joke about slippers. These are filler content typical of Life magazine's format, unrelated to the main advertisement. This reflects early 20th-century magazine advertising conventions blending product promotion with entertainment.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Sole with a Grip Severat important features combine to make the Wescotr Soxe the finest sole yet produced—exceptional tensile strength, unique lightweight, remarkable flexibility, resiliency and durability. A big feature of this advanced sole however is its extraordi- nary gripping power. Wescott Sots are slipless and skidless —the cotton fibre and rippled surface give them unusual traction. These soles give the wearer a sense of sure-footed- ness not only on the golf course but also on treacherous wet pavements. They put beneath you the greatest surety of safety any sole can give. Youwill find Wescort Sores on the finer shoes made for sport wear. They identify the sport shoe of quality, fashion and good taste. Their trimness enhances the beauty of the shoe. Se- curely attached to the shoe by the Goopyear Wett Process. Ask your dealer to show you shoes on Wescott Sotts. SS wre) United Shoe Machinery Corporation Selling Agents Boston, Massachusetts The Sole of Quality For Shoes of Distinction 205 Lincoln Street ESCOTT SOLES Life History of a Popular Catch Phrase 1926 AN. 1—Originated by college sopho- more. Jan.’1-7—Tours campus. Jan, 12—Appears in college paper Feb. 2—Picked up and used by small- time vaudeville Feb, 9—Lifted by twenty-six big-time vaudeville “artists.” Feb. 16—Breaks into “colyum.” March-July—Popularized by traveling salesmen. dug.-Dec. “artist.” ‘Sweeps country. 1£27 Jan.-Aug.—Becomes prey of profes- sional humorists, who introduce variations. September—Built into skit for “Mod- els and Follies.” October—Made into popular song. Nov.-Dee—Decline and fall 1928-29 Becomes standard comic-strip ending . L. C. Beutel Enterprise T was 9:42 of a Monday morning The make-up editor ran a_ finger up and down the metal form that would soon be translated into page one of the great metropolitan newspaper. His eyes followed the finger closely, to make sure there were no glaring errors, that the date was correct, that the weather read “Uncertain, with prob- able showers.” His eyes traveled to the lead story, with its head, “Coolidge Silent on Mexican Trouble.” Under neath this his glance caught the six- column head, “Wales Again Reported Bet accompanying thed” and the two-column picture it which the standing showed prince, his arm in a sling, with a personable young woman whom the identified a Canadian Then just a glance at the other headlines, one of two columns, which proclaimed “Alaska F Bad Way, Congress T: others of a single coly Predicts Still ¢ Fascisti Wre wspaper Plants,” and “Dempsey Says He'll Be Rea or Wills,” and “Kellogg Re fuses to Lift Ban on Countess.” Satisfied with his scrutiny, he called “Let 'er ride, Joe. We're ten minutes late now.” Fifteen minutes the Alaska British Columbia-Mexico edition of next Sunday's New York Calliope was from the and into mail bags. A, caption as commoner. heries in * and the out: later issuing being dropped press The Simple Life LIPPERS — Step-ins Step out! Slipon — comicbooks.com