In advertising discourses, glasses were more and more associated to health. This suggests a shift from wearing glasses for appearance only - as noted by American attache Julean Arnold  in 1918 - to wearing glasses as a medical device to treat blindness or bad vision then considered as "social diseases" or physical impediments in modern societies.*

*Source: "Weekly Report for the Week ended June 29, 1918". Julean Arnold Papers 1916-1940. Box 4 (1916-1920). Hoover Institution Archives, Stanford University, Stanford.