Life, 1927-01-20 · page 3 of 34
Life — January 20, 1927 — page 3: what you’re looking at
What you’re looking at
This is **not a cartoon or satire** — it's a straightforward advertisement for American Radiator Company, appearing in Life magazine. The page features a Gothic-style architectural portal (labeled "A World Institute of Heating") set against a tall Manhattan skyscraper, emphasizing the company's products serve buildings from grand skyscrapers to modest homes. The copy claims American Radiator provides "heating comfort and health" and receives "universal preference" due to its "public service" vision. An inset photo shows their Institute of Thermal Research facility. The ad lists numerous showroom locations and product types (ideal boilers, water heaters, ventilating heaters, etc.). This represents early 20th-century corporate advertising strategy: associating industrial products with progress, scientific research, and American prosperity.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
i Poon the towering skyscraper housing its thousands to the modest bungalow at the city’s edge, American Radiator means heating comfort and health. Universal preference is the sure reward America gives to indus- tries founded ona broader vision of public service. AMERICAN RADIATOR | < 4! that modern science affords is employed by American Radiator pensar at its institute of Thermal , INSTITUTE Research, to perfect heating products, OF HEATING — Portal to the "World Institute of Heating’, American Radi- ator Co., New York City. AMERICAN RADIATOR (COMPANY Showrooms and sales offices: New York, Boston, Providence, New Haven, Newark, Philadelphia, Baltimore, Washington, Richmond, Buffalo, Pittsburgh, Cleveland, Detroit, Cincinnati, Atlanta, Chicago, Milwaukee, Indianapolis, St. Louis, St. Paul, Minneapolis, Omaha, Denver, Kansas City, San Francisco, Los Angeles, Seattle, Toronto, London, Paris, Milan, Brussels, Berlin. Makers of IDEAL Boilers, AMERICAN Radiators, ARCO Hot Water Supply Heaters, VENTO (Ventilating) Heaters, Heat-Controlling Accesories, ete, comicbooks.com