Life, 1910-08-18 · page 31 of 36
Life — August 18, 1910 — page 31: what you’re looking at
What you’re looking at
This page mixes editorial content with advertising. **The main feature is "The Literary Zoo,"** a satirical article critiquing American literary taste and magazine editors' assumptions about readers' intelligence. The author argues that despite claims about cultivating culture, Americans don't genuinely pursue serious literature—they prefer lighter fare. The piece questions why editors hesitate to publish challenging literary work, suspecting they underestimate readers' intellect. **The dominant advertisement is for Pabst Blue Ribbon beer**, featuring an illustration of a well-dressed man holding a bottle. The ad emphasizes proper aging and quality, claiming Pabst's storage capacity ensures superior beer. **The bottom cartoon** shows a turtle that has somehow flipped over like a car accident, with the caption joking about seeing "a turtle turn automobile"—a visual pun on automobile accidents of the era. The page reflects early 20th-century anxieties about mass culture, intellectual standards, and consumer advertising's growing dominance in magazines.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Reduced Inclusive al Your Table The Literary Zoo Proper aging is one supreme (Continded'from:pepe 2) essential of good healthful beer. cess of regre we hear them say, “i The great Pabst Brewery at Milwaukee astory of unusual flavor—a glimpse of life from a new angle by a man with has a storage capacity of almost twice its arvaid eee But what, aieinee average output, which insures proper aging of curious mingling of ¢ and sentiment, what a Jeparture from what our sub- . Pabst have been so long accustomed cstion is, do the 2,000 ad- * Jers who bought the maga- month bee: ce we put a Bl ue Ribbon Christy girl on the cover know liter- Re ary beans when the bag is open? On The Beer of Quality the e, it is r to stick to the and means that every drop in every bottle is thoroughly ma- : . | tured—worthy of your table . We suspect, with some 5 1} : =the best beer ‘brewed. iat our popular maga- , rint because of an imag- | In your ice chest, € literate, no doubt, but Ly | p Wie38 Pabst Blue Ribbon re- erary—an audience whieh, hi Yaka mains bright and spark- saysiOl Bet, a ling—the cold has no Ghesterton and the plays of Mr. Shaw ; effect on its limpid and goes to the daily newspapers for . / ‘ MY lari di instruction ic and art. Mr. Wil- : So a s clarity—no sediment Fam Archer has been praising our pop : Ly) (ite, ras darkens the bottle. in The Fortnightly Re- A a) | - ves that Mr, McClure j s ‘ Made and Bottled Only “paved the way for President Roose- <\ a by Pabst at Milwaukee velt and potently furthered the move- a * ments with which his name will always arayy You will find Pabst be identified; but when it comes to — puaga Blue Ribbon Beer every- fa purely literary article,”. he con- ; j ta ‘ where—served on dining fesses that he found only one--in = f 2 cars, steamships, in all ¢ ETE - clubs, cafes and hotels. . + “curious.” So do : BBSaB I Buy an truthfully say that aababens ¥ea Order a case to-day Re Americans do not pursue culture i : from your dealer. passionately. In the formidable list 3 % of towns where literary clubs outnum- E \ ; : Pabst Brewing Company ber the comer saloons, and Maeter- : Milwaukee, Wisconsin ack and Ibsen are nibbled and assimi- n the lettuce sandwiches, is not only’ oursued t up with it, until the nd can but sit help- nd wonder what on he talked to her about in those dreamy, delicious days when she called the caramels “ perfectly grand.” Why, then, does the magazine editor hesitate lest he shoot his literary ar- rows too high? Is it possible t! underrates the intellect and receptiv of his readers? Sometimes we ha thought so. To all his kind we re- spectfully recommend a certain pas- MSha5 ney Different from All Others sage in a rare little book wherein Alex- “WELL, I'VE HEARD OF AUTOS TURNING tent pee: Pais or cork tipped. If not at your TURTLE, BUT THAT'S THE FIRST TURTLE T psa Company, Mitre. 179 Madison St., Chicago (Continued on page 285) EVER SAW TURN AUTOMOBILE.”” 283 comicbooks.com