Life — July 28, 1910 — page 5: what you’re looking at

What you’re looking at

# Analysis This page is primarily an **advertisement for the American Telephone and Telegraph Company** disguised as editorial content. The main illustration shows two men at telephones labeled "Dr. Jekyll and Mr. Hyde"—a literary reference to Robert Louis Stevenson's tale of dual personalities. The satire critiques telephone etiquette: the "Jekyll" persona represents courteous, considerate callers, while "Hyde" represents rude ones. The accompanying text lectures users on proper telephone conduct, arguing that operators (the "personal servant" at the central office) deserve respect. This is essentially corporate propaganda promoting "Universal Service" while subtly shaming customers into better behavior. The page also includes ads for Club Cocktails and Abbott's Bitters, typical period advertising.