Life, 1929-02-15 · page 35 of 44
Life — February 15, 1929 — page 35: what you’re looking at
What you’re looking at
This is **not a cartoon but a full-page advertisement** for the Davey Tree Expert Company, published in *Life* magazine in 1929. The page promotes John Davey, founder of a tree-surgery business, portraying him as a visionary who revolutionized tree care by treating trees as living organisms requiring scientific medical intervention. The text frames this as both a practical innovation and an ethical philosophy—Davey allegedly developed a systematic approach to tree treatment and built an organization devoted to his ideals even after his death (six years prior to publication). The photograph shows an elegant estate (El Contenta, owned by golfer Warren Wright in Illinois), exemplifying the upscale clientele served. A list of prominent industrial clients—mills, parks, wealthy individuals—establishes credibility. **The implicit message**: Tree surgery is a legitimate, scientific profession worthy of trust and investment. This targets wealthy homeowners and institutions concerned with property maintenance. There is **no satire here**—this is earnest corporate promotion capitalizing on Progressive-era ideals about expertise, science, and business ethics.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Reproduction from a ccor photograph of El Contenta, the estate of Warren Wright, Golf, IUincis, by Wilfred 0. Floing Ancog prominent persons and in- stitutions served by Davey Tree Sargeons are the following: NS WOOLLEN ERLANGER C ‘OTTON MILLS MICHAEL FP. CUDAHY KANSAS CITY PARK BOARD SIRTHOMAS TA’ JOHN DAVEY ae Reg. U.S. inna © Toe D. T. B. Oo., tae., 1929 A science, a philosophy, an ideal Most people have had an instinctive love of nature, even before the time when “the groves were God’s first temples.” But few seemed to realize that trees were actually living, breathing things and subject to disease and death. More particularly, no one ever dreamed that anything could be done to save them. Then John Davey came into the world; and because he was an unusual lover of nature, he chose to acquire training in horticulture. Before his time trees were more or less generally the victims of neglect and often of abuse. John Davey conceived a great idea; he studied the sciences to provide a basis for his theories, and then worked out asystematic method of treating trees to save them. This was nearly a half cen- tury ago. Only occasionally is a man permitted to give the world a new idea. John Davey did more than this. He created a philosophy, built around his new science and based on the essential principle that the tree isa living, breathing organism. To him this whole thing became a great ideal. Under his forceful and devoted leadership there was developed a system of principles in practice and conduct, of business and professional ethics. No man can continue in the Davey Organiza- tion, although John Davey has been dead six years, unless he remains true to the science, the philosophy and the ideals of the founder. You can trust Davey Tree Surgeons. They will do only those things that ought to be done in your interest. THE DAVEY TREE EXPERT CO,, Inc., 177 City Bank Bldg., Kent, Ohio Branch offces: New York: Boston: Providence, R. 1.: Hartford, Conn.; Stamford, Conn.; Pittsfield, Mose: Buffalo: Toronto; Philadelphia; Baltimore; Washington: Charlotte, ) Louise! radianapolis; Detroit; Orend Ropid; Chicago; 1¢; New Orleans; Ibany: Montreal: Rochester; fa; Pittsburgh; Cleveland; Toledo; Columbus; Cincinnati: inneapolis; St, Louis; Kensas City. Send for local representatice to examine your trees without cost or obligation DAVEY TREE_.SURGEONS iN L. DAVEY, President and comicbooks.com