Life — June 23, 1927 — page 2: what you’re looking at

What you’re looking at

# Advertisement Analysis This is a **Sheaffer's pen advertisement**, not political satire. The central image shows a dragon or mythical beast wielding writing instruments—a "Lifetime" pen and "Titan" pencil—as weapons or tools of success. The ad's humor plays on the metaphor of business competition as warfare: the creature uses pens and pencils as its "lion's share of success" in the marketplace. The ornate decorative border frames this fantastical image in a style typical of early-to-mid 20th century advertising design. The text emphasizes product quality and value ($8.75 for the Lifetime pen), claiming lifetime durability and reliability. The joke relies on anthropomorphizing writing instruments and associating them with dominance and conquest—suggesting Sheaffer products are essential weapons for professional success.