Life, 1928-10-26 · page 4 of 40
Life — October 26, 1928 — page 4: what you’re looking at
What you’re looking at
This page is primarily **commercial advertising**, not political satire. It promotes Abercrombie & Fitch Co.'s luggage line featuring "Sesamee" keyless locks—a new innovation for the era. The ad's visual strategy uses dramatic photography and product displays (left: stacked luggage; center: large dramatic photo; right: lock mechanism detail) to convey sophistication and modernity. The headline "You would expect this—" appeals to consumer expectations of quality: A&F should naturally adopt the latest conveniences first. The text emphasizes luxury materials (tropical reptile skins, arctic sea-fish leather, African bird feathers) to justify premium pricing. This reflects early-20th-century advertising techniques: positioning established brands as trendsetters, emphasizing exotic materials as status symbols, and marketing convenience innovations to leisure travelers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Ah.Jlin, 1] You would expect this— //7 SE When something new and better is invented to make A & F luggage more convenient, more suitable for its purpose, you 2 would expect us to be the first to use it. For a long time E 3 as we have been supplying Sesamee-equipped articles to the SESAMEE — fast-growing numbers who need keyless locks. The keyless lock We have almost any article of luggage you desire for Opens only at a eccret : > unforgettable number week-end trips or years’-long travel. You may have them of your own. The cer sth ei in universal lock of with either Sesamee or keyed locks. the futureand the mot ; : : pni day. The leathers in A & F luggage are from the genuine skins Wassuaapply: phage : : : smnala Sesameelockedtrunks, of tropical reptiles, from arctic sea-fish and animals, from snltcanes, portfollog African birds and from domestic creatures. Almost every bags security boxesand ‘ A ; other arti piece of luggage is specially designed—some cannot be found elsewhere. Come and see our luggage and accessories. Abercrombie & Fitch Co. ‘THE GREATEST SPORTING GOODS STORE IN THE WORLD MADISON on EGE & 45 STREET, N.Y.C. comicbooks.com