Life, 1928-12-14 · page 33 of 48
Life — December 14, 1928 — page 33: what you’re looking at
What you’re looking at
This is a **product advertisement**, not a political cartoon. It promotes Douglass brand lighters—mechanical devices that produce flame when triggered. The "satire" is subtle advertising copy aimed at wealthy consumers. The ad uses flowery language ("finesse in artistry," "chaste severity") to elevate lighters from mere functional objects to luxury items worthy of gift-giving. It emphasizes craftsmanship by Wadsworth, offering materials ranging from sterling silver to 14k gold, with enamels and leather inlays. The phrase "lighters in cases that mirror the moods of genius" is typical 1920s-30s advertising hyperbole—treating mass-produced lighters as expressions of refined taste. The price range ($3.50 to $1,000) indicates these were marketed to both middle and upper-class consumers. The tagline "Press the trigger, there's your light!" emphasizes the automatic mechanism as a modern convenience. This is straightforward product marketing rather than satirical commentary.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
\aghters in Case, that mirror the moods of genius y What finesse in artistry these new Douglasses show! Slim Silhouettes, this one fashioned in chaste severity, that one deftly etched with traceries to catch the sunbeams. In sterling, in yellow and green gold, 14x filled — turned by Wadsworth whose craftsman- ship brought watchcases a thou- sand new charms. In enamels, inlaid; in odd leathers, breath- taking things to see! There are a dozen or more such Douglass Lighters — automatic in action, of course, and match- ing in their new mechanical per- fection the genius their cases show. They are in your stores—to- gether with many other Doug- lasses. All are precisely built to rigid standards — each one a worthy, useful gift. Douglass prices, varying with the finish of the cases, are from $3.50 to $1000. DOUGLASS ves the trigger, theres your tight / THE DOUGLASS CO., WATERBURY, CONN.; SAN FRANCISCO, A.W. W. KYLE CO., MONTREAL. comicbooks.com