Life, 1926-12-02 · page 67 of 81
Life — December 2, 1926 — page 67: what you’re looking at
What you’re looking at
This is primarily a **commercial advertisement**, not political satire. It promotes Ipswich De Luxe Hosiery for a Christmas gift market. The illustration depicts a domestic scene: a man lounges contentedly in an armchair while a woman stands nearby holding socks. The caption "So's Your Old Man!" uses period slang suggesting "that's what your husband thinks too." The ad's humor relies on the gendered assumption that women choose gifts while men passively benefit. It appeals to wives, sisters, and sweethearts as gift-buyers, then cleverly suggests that men actually care deeply about hosiery quality—they're as discerning as women about style, fit, and color. The message: Ipswich hosiery pleases both the female shopper (quality-conscious) and the male recipient (who secretly appreciates good socks). The repeated phrase "so's your old man" reinforces that men appreciate fine hosiery as much as women do, making it an ideal gift choice.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
nam RPanwriwr so ae ae k 0 ir _ t- {= e > re 17 IVES, sisters and sweet- hearts are glad to get a good supply of hosiery for Christmas— well, so’s your old man. The ladies are critical of qual- ity, style, color, fit and wear in hosiery—well, so’s your old man. And the ladies are always doubly pleased when their Christmas Hosiery carries the famous Ipswich trade mark— well, so’s your old man. You will find Ipswich socks for men at the better hosiery counters in pure silk. silk and rayon, wool mixtures and fine mercerized cottons; in fancy checks and stripes or in the more conservative patterns that are so popular this year. So’ll your old man. ‘So's Your Old Man! ” Leck for the Ipswich Houkey Snor sige IPSWICH 2¢.4e HOSIERY ’ Lawrence & Co., Sole Selling Agents ¢ # ’ ’ IPSWICH MILLS, Ipswich, Mass. ' comicbooks.com