Life, 1895-01-24 · page 5 of 14
Life — January 24, 1895 — page 5: what you’re looking at
What you’re looking at
# Explanation for Modern Readers This page satirizes a novel advertising idea: placing a notice on a residential house listing the names of prominent people living inside. The accompanying photograph shows an actual house with a "NOTICE" sign stating "ARE INSIDE" with what appears to be multiple names. The text argues this method, while attention-grabbing, has serious drawbacks. It would impress pedestrians but lacks the reach of newspaper advertising and awkwardly requires passersby to read names on the house itself—an impractical approach compared to traditional opera program advertising. The satire criticizes the inefficiency and social oddness of this residential advertising scheme, suggesting it prioritizes novelty over practical effectiveness in reaching potential audiences or customers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
SOMETHING NEW. TH idea suggested by this picture is at the disposal of the ladies and gentlemen mentioned if they care to use it. As a means of advertising it is not, of course, as far reaching as the columns of a daily Paper, because the names cannot be read by so many people, but it would have the serious advantage of forcing the immediate neighborhood to realize the owners’ presence. It seems to us that the novelty of the idea is of considerable value. We think it has never been used, and we see no reason why, as a social advertiser, it should not become as effective as that of advertising the boxholders on the opera programmes. It might be less satisfying to the advertisers in one way, as it does not enable you to look upon the owner of the names. 53 However, it would always possess the tremendous advantage of impressing, in a realistic manner, all pedestrians as they passed the house. The quality and degree of the im- pression would depend necessarily upon the indi- viduality of the passer-by. Many strong men would greet it with composure, while certain.weaker and more sensitive natures might possibly experience a slight attack of illness. But the usual effects would not differ from those of the opera or the customary repetition in the society column. ROUND TO OCCUR, TO MAKE SURE. ASHAWAY: You believe in the effi- cacy of prayer, uncle. But suppose a chicken from your neighbor’s yard should hop by your kitchen door and you should get down on your knees and pray for that chicken to enter, do you think your prayer would be answered ? UNCLE Epony: I mos’ sartinly do, sah. But in dat case, sah, I should sprinkle a few grains af co'n on the step, ALF a loaf is better than no vacation,