Life, 1929-04-19 · page 36 of 52
Life — April 19, 1929 — page 36: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a **corporate advertisement** for the Davey Tree Surgery company, circa 1928-29. The page uses photographs and testimonial rhetoric to promote Davey as the only trustworthy tree-care provider. It argues that just as you'd demand scientifically trained experts for a valuable, living tree's medical care, you should hire Davey's surgeons—not untrained workers. The images show: a "tumbling team" of athletic Davey employees (emphasizing physical fitness and character), laboratory training with microscopes, and practical instruction in tool maintenance and saw-filing. The text stresses that Davey operates "the only school of its kind in the world" and has "half century of Davey experience." This is **professional credentialing through education propaganda**—establishing Davey as the monopoly expert, not a satire of anything. It reflects 1920s-30s American marketing that positioned specialized professional training as a selling point.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
34 Towhom Practical training first. The experts shown abore train all new men in the practical field work. Every new man must go through a thorough course of training and be proved out—no untrained men are ever used. These selected instructors are men of character, intelligence, and professional attitude Tumbling Team—Darey Institute of Tree Surgery, 1928-29, Davey Tree Sur- geonsareathletictypes. They are carefully selected with the idea of physical fitness. The nature of the work and their training make them more so. In addition to in- telligence and character, they have physical energy; that is why they arediligent workers Life will you entrust Saas aida a ‘ ET us talk about your trees. They are living things, subject to dis- ease, decay, starvation, insect attacks, mechanical injury and other ills. They are priceless to you—only time can replace them, long time at that. Just for the moment, think of the most valuable tree on your place. Suppose it is starving. Wouldn’t you, in self interest, insist upon scientifi- cally trained experts who know what to feed it, and how, and when—with- out guessing or experimenting? If this priceless tree is decaying in the trunk or limbs, and is growing steadily weaker, liable at any moment to break off or break apart in any high wind, wouldn’t you entrust its treat- mentonly tomen with proven scientific knowledge and real personal skill? If anything is wrong with that tree —and dozens of things might be wrong, because it is a living, breath- ing organism—wouldn’t you demand reliable experts who are trained to diagnose tree troubles? Certainly proper treatment cannot be given without correct diagnosis. You can trust Davey Tree Surgeons with a feeling of confidence and satis- faction. They are carefully selected and reliable men. They are thoroughly trained and have real demonstrated skill. They are educated scientifically in the Davey Institute of Tree Sur- gery, the only school of its kind in the world. They know how todiagnose the ailmentsof trees. Their knowledgeand skill are based upon a half century of Davey experience. They are backed by aresponsible business organization. Practical Training. This is a class learning the important art of saw filing at the Davey Insti- Scientific Training. A laboratory class at the Davey Institute of Tree _ tute. Every man is taught how to keep his tools Surgery—using high- ed microscopes and dissecting lenses to sharp and in proper condition. Sharp tools learn the sciences relating to their work. They must know the scientific mean good and rapid work. Practical train ing reasons for all the things that they have been trained to do skilfully plus science means efficient service comicbooks.com