Life, 1910-05-26 · page 6 of 44
Life — May 26, 1910 — page 6: what you’re looking at
What you’re looking at
This is a **paid advertisement**, not editorial content or satire. Hampton's Magazine is promoting the June 1911 issue, which will serialize Edmond Rostand's play *Chantecler* in English for the first time. The rooster image is the play's central symbol—Rostand's work uses a talking rooster as its protagonist. The ad claims this French literary work rivals Shakespeare and represents "the greatest sensation since 'Trilby'" (a popular earlier serialization). The text emphasizes exclusivity: Hampton's will publish all four acts serially across summer months, and subscription is the only way to guarantee access. This advertising strategy exploited early 20th-century magazine competition and readers' desire for prestigious European literature. The rooster mascot became iconic marketing for the publication.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
experi consid and cr pendic edge a ferent that tl practic Fads 1 author wurde “CHANTECLER’ 3 in HAMPTON’S MAGAZINE for June |} Greatest Sensation Since “Trilby” In “Chantecler,” Rostand has proved himself the Rtitox equal of Schiller—of Goethe—of Moliere—yes, second snallp« only to Shakespeare. ‘Chantecler” sparkles with wit of mec —is replete with fascinating idiom—impresses with wise | eae life-philosophy—and its pervading wisdom of men-knowl- | eee edge is welded together and sounds more clearly the A fe hour-bell of to-day through the medium of most re- fined and delicious of up-to-date slang. “rPRILBY” stirred the Nations, because its story played a tune of Nature on the heart strings of those who understood. And now comes “Chantecler.” Greater than “ Trilby”’ as literature—greater in its power to stir the heart—“cleverest drama of the century” —alive with understanding of a world’s weaknesses, a world’s virtues and a world’s common kin-ship. First Opportunity to Read the English THe same translator who helped make “Cyrano” so fascinating English translation of ‘‘ Chantecler,” has been enormous. No one has lent her genius to the translation of “Chantecler.” Pub- lication commences in HAMPTON'’S MAGAZINE for June. In the June “HAMPTON’S” you find the first act of “Chantecler,” in English complete, and most beautifully illustra- ted in colors. “HAMPTON'S” for July will contain the second act of “Chantecler” and subsequent acts will appear in “HAMP- TON’S” for August and September. As this magazine has se- cured the exclusive rights to publish “Chantecler”in English, you will be able to read it on/y by securing the four summer numbers of “HAMPTON'’S.” The advance demand for ““ HAMPTON'S.” containing the can tell where it will end. No one may safely prophesy how long any issue of * HAMPTON’S ” containing any act of “Chantecler may be had. Therefore, the only way to make sure of “Chan- fecler” complete is to subscribe for all four summer issues of “HAMPTONS "—June, July, August and September. Buy of yournewsdealer or send your money directto us. The June, July, August and September issues of | // “HAMPTON'S” containing “Chantecler” complete —the four acts, all exquisitely illustrated in colors —may behad for Only Fifty Cents. The same issues also contain Commander Peary's Proofs Positive of his Discovery of the North Pole. 7 Whole Theatrical World Stirred ‘O be up-to-date in literature or art one must know “Chantecler.” literary, theatrical and artistic It is ¢he great play of the day—the one great play of the day. worlds is absorbed by “Chan- The languages do not contain sufficient superlatives to describe __tecler.” . it. “Chantecler" must be read and studied to be appreciated. No Orger “ HAMPTONS > literature in a hundred years has so roused all France. In Paris, ¥jistsiy ruse the coupon. one hears little else. London’s fair mad over it. The attention of Sendto HAMPTON’S MAGAZINE 64 WEST 35th STREET NEW YORK FA «on 950 comicbooks.com