Life, 1929-02-01 · page 2 of 40
Life — February 1, 1929 — page 2: what you’re looking at
What you’re looking at
This page is primarily a **Sheaffer pen and pencil advertisement**, not political satire. The ad uses the tagline "Utility Clothed in Beauty" to market desk fountain pen and pencil sets. The central image shows an ornate desk set with two black fountain pens flanking a sketch of a classical female figure. The advertisement emphasizes that Sheaffer pens combine aesthetic appeal with practical function—they write smoothly, make carbon copies, and last a lifetime. The decorative border and classical imagery were typical 1920s-30s advertising design meant to convey luxury and sophistication. The claim of "guaranteed unconditionally for your lifetime" was Sheaffer's signature marketing promise. This is commercial advertising rather than editorial content or political commentary.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Sheaffer Lifetime Desk Fountain Pen and Pencil Set, Brazilian Onyx base, $35 Utility Clothed in Beauty— a standing invitation to write In office and home, Sheaffer Lifetime® desk fountain pen and pencil sets are outward evidence of inward efficiency and taste. Their universal receptacles always return to the correct writing, angle, and keep ink from the fingers. The pens fit your hand. At first touch to paper they write flowingly, without effort, yet positively enough to sive three carbon copies of personal letters. And under- Lifetime Desk Fountain Pen i Set, stand, please, that with these sets we do not merely sell you fine Pree ot al pens—we sell you a Lifetime® writing, service. See and try them. ial You will not choose to be without. Brazilian Sheaffer Lifetime® pens are Suaranteed unconditionally for your lifetime. mn At better stores everywhere eces ery SHEAFFER'S * PENS-PENCILS-DESK SETS-SKRIP W. A. SHEAFFER PEN COMPANY + FORT MADISON, IOWA, U.S. A. New York + + + Chicajo + + + San Francisco W. A. Sheaffer Pen Co.of Canada, Ltd. - Toronto, Ont.—60-62 Front St., W. ellington, N.Z. + Sydney, Australia - London—199 Repent St. Reg. U.S. Pat. Of, ASIA F5/ _ comicbooks.com