Life, 1909-09-09 · page 31 of 32
Life — September 9, 1909 — page 31: what you’re looking at
What you’re looking at
This is a self-promotional advertisement for *Life* magazine's upcoming "Etiquette Number," disguised as satirical social commentary. The page mocks contemporary anxieties about proper behavior through absurdist scenarios: How should a gentleman behave alone with an attractive woman? Should he demand references from a stranger in a streetcar? Most pointedly, it suggests that *not* being a regular subscriber to *Life* is itself a social catastrophe requiring excuse-making. The humor lies in treating etiquette questions with mock-seriousness ("vital and thrilling questions...at the very heart of our national existence"), while ultimately pitching the magazine as the solution to all social uncertainty. The bottom illustration shows diverse male faces reading *Life*, positioning the magazine as essential reading. The list of upcoming themed issues (Suffragette, Chorus Girl, Spinsters, etc.) indicates *Life*'s typical focus on contemporary social topics and gender relations of the early 20th century.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
What Would You Do In the presence of a Perfect Lady who was beauti- ful beyond compare, on a dark night, with no moon, alone and unchaperoned ? Would you ring for help ? What would you do if a tall, stately and hand- some blonde should propose to you in a street car that was crowded with total strangers ? Would you ask for references before giving her a seat? What would you do if you had failed to see the last number of LIFE (because you had neglected to become a regular sub- scriber) and someone should suddenly ask you if you had read it? Could you think of any excuse ?P These are vital and thrilling questions. They lie at the very heart of our national existence. Moreover, they are pressing for an answer. We must face them. Fortunately, their solution lies near at hand. It lies in The Etiguette Number of Life Out next Tuesday. Your ultimate safety lies in its close perusal. Everything that you need to know is explained in this number. COMING Sept. 23. Suffragette Number Oct. 28. Midnight Number 4 Sept. 30. Hudson Number Nov. 4. Thanksgiving Number Oct. 7. Chorus Girl Number Nov. 11. Students’ Number Oct. 14. Spinsters’ Number Nov. 18. Musical Number Oct. 21. Great White Way Dec. 2. Christmas Number Number Dec. 9. Book Number AU REVOIR! comicbooks.com