Life, 1928-10-05 · page 42 of 48
Life — October 5, 1928 — page 42: what you’re looking at
What you’re looking at
This is **not a cartoon or satire page**, but rather a **full-page advertisement** for Gorham sterling silver flatware, specifically their "Colfax" pattern. The ad uses historical framing to sell luxury tableware: it references Colonial South hospitality and the tradition of American silversmiths creating "English-style" patterns for wealthy southern hostesses. The copy positions the Colfax pattern as authentically Colonial yet more refined than ordinary period designs—appealing to aspirational middle-class customers wanting "patrician" elegance. The imagery shows spoons and forks photographed elegantly against black backgrounds, with a ship illustration evoking historical trade and craftsmanship. Pricing is displayed ($12-$21.50 per piece, premium for the era). This is characteristic of early-to-mid 20th century *Life* magazine advertising: using prestige, history, and class association to market consumer goods to upwardly mobile readers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The charming hostesses of the Colonial South had much of their tableware made specially for them. Though wrought by American silversmiths it was ordered “done in the latest mode from England.” And sodeveloped many of those patterns known as Colonial today. Symbols of that famous southern hospitality which find their modern counterpart in Colfax, by the Gorham Master Craftsmen. Colfax is pure Colonial. But its exquisite tracery of design imparts a richness you will not find in the more ordinary patterns of this period. A patrician pattern which graces the table with a setting of which any hostess may be proud. Colfax may be had as a complete sterling silver service, or in individual pieces. The Tea Spoons are $12 for 6; Dessert Knives $20 for 6; Dessert Forks $21.50 for 6. GORHAM PROVIDENCE, R. I. NEW YORK, N. Y. MEMBER OF THE STERLING SILVERSMITHS GUILD OF AMERICA “Whatever your taste — —whatever your favorite period — you will find among Gorham’s 27 patterns in Sterling a silver service _to harmonize” AMERICA’S LEADING SILVERSMITHS FOR OVER 90 YEARS comicbooks.com HC