Life, 1928-02-16 · page 31 of 38
Life — February 16, 1928 — page 31: what you’re looking at
What you’re looking at
This page is primarily **advertising for Davey Tree Surgeons**, not satire or political commentary. The advertisement features a photograph of a tree-lined avenue at the top and promotes professional tree care services. The ad's rhetorical strategy uses ethical appeals—emphasizing that Davey Tree Surgeons will only perform work they professionally believe is warranted, refusing to over-treat dying trees or perform unnecessary expensive procedures. The company positions itself as trustworthy and honest, contrasting with implied unscrupulous competitors. A portrait of **John Davey (1846-1923)**, labeled "Father of Tree Surgery," establishes the company's legitimacy and history. The advertisement lists numerous branch offices across North America, suggesting a well-established national operation. Rather than satire, this represents **early-20th-century corporate image-building** in Life magazine, appealing to affluent homeowners concerned with maintaining estates and lawns—an audience likely to read Life.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
FORD MOTOR COM (i) LARCHMONT YACHT CLI RM, WRYERHAUSER JOHN DAVEY 1846-1923 Father of Tree Surgery Davey Tree Surgeons will not treat any tree for you that in their judgment is too far gone. The reason for this is obvious to them, but you with your untrained eyes must depend on their professional honor. Davey Tree Surgeons will not give com- pletetreatmenttoany treeforyouthatisin ionable condition. Such a case receives t aid treatment until theresultsindicate whether a larger investment is warranted. Davey Tree Surgeons will give nothing but first aid treatment to a tree that is starving. Such a tree is properly fed and cared for until its vitality is built up. There are many trees that are starving under semi-art or lawn conditions, Davey Tree Surgeons will do only that kind and quantity of work that they be- lieve will represent real valuetoyou. clients urge them to break rul treatment of a hopele: “It is my m ing for hey ansv , but our reputa- tion is at stake.” Davey Tree Surgeons live and work in your vicinity; they are quickly available for large or small operations. No car fare is u pay only for working d is and expressage. Writeorwire Kent,Ohio, orthenearest office. THE DAVEY TREE EXPERT CO.,, Inc., 926 City Bank Bldg., Kent, Ohio Branch offices with telephones: New York, $01 Fifth Ave., Phone Murray Hilt ange; Boston, 70$ Statler Bidg.2 Pit ld, Bass. Stevenson Bide; A Providence, R. burgh, 351 Fourth Ave. (md Bia & ca 0, imster St nce Exchange Bide. Poronio, 71 King Si West; Sta Reg. U.S. Pat. Office Send for local representative to examine your trees without cost or obligation DAVEY TREE.SURGEONS Marte L. Davey, President and Gener anager comicbooks.com