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Life, 1911-09-14 · page 40 of 46

Life — September 14, 1911 — page 40: what you’re looking at

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Life — September 14, 1911 — page 40: Life, 1911-09-14

What you’re looking at

This page contains a humorous retelling of the famous Archimedes bathtub story. The satire mocks how the word "Eureka" (meaning "I have found it") has been commercialized in modern times—applied to everything from baking powder to suspenders to stomach bitters. The joke: Ancient Archimedes discovered the principle of water displacement while bathing, then ran naked through Syracuse shouting "Eureka!" The satirist uses this dignified historical moment to lampoon contemporary advertising culture. While Archimedes solved an important mathematical problem, modern businesses merely slap "Eureka" on ordinary consumer products, trivializing his genuine intellectual achievement. The piece implies criticism of American commercial excess and marketing practices that exploit any catchy word or historical reference for profit, regardless of relevance.

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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

LIFE: Wherever quality gathers- hife Rock “The Worlds Best Table Water’ In NEW Sterilized Bottles Only Archimedes Archimedes, whose given name has been accidentally torn off and swal- lowed up in oblivion, was born. in Syracuse 2,171 years ago last spring. He was a philosopher and mathemat- ical expert. During his life he was never successfully stumped at figures. It ill befits me now, standing by his new made grave, to aught of him that is not of praise. We can only mourn his untimely deatit and wonder which of our little band of great men will be the next to go. Archimedes was the first to orig- inate and use the word “ Eure It has been successfully used very much lately, and as a result we have the Eurcka baking powder, the Eureka suspender, the Eureka shirt and the Eur stomach bitters. Little did Archimedes wot, when he invented this term, that it would come into general use, Its origin has been explained b fore, but it would not be out of place here for me to tell it as I call it to mind now, looking back over Archie's eventful life. King Hiero had _orde: an_eight- €en-carat crown, size 7 nd after receiving it from the ds of the jeweler, suspected that it was adul- terated? He therefore applied to Archimedes to ascertain, if possible, whether such was the case or not. Archimedes had just got in on N 3, two hours late and covered with dust. He at once started for a hot and cold bath emporium on Sixteenth Street, meantime wondering how the dickens he would settle that crown busin He filled the bathtub level full, piling up his raiment on the floor, jumped in, displacing a large quar tity of water, equal to his own bulk. He thereupon solved the question of specific gravity, and forgetting his t forgetting his clothes, he sailed up Sixteenth Street and all over Syra- cuse, shouting “Eureka!” He ran head first into racuse policeman and howled “Eureka!” The police man said: “ You'll have to excuse me; I don’t know him.” He scattered | the Syracuse normal school on its home and tried to board a i (df teenth Street bobtail car, yelling “Eureka!” The car driver told him ~ NOW ON SALE The Fall Fashion Number OCTOBER ISSUE OF L’Art de la Mode ** The Fashion Authority"”’ Published September 20th It is the reflection of the genius of the leading dressmakers and creators of Fashion direct from Paris. HE Fall fashions are a decided step towards the Louis XVI, French Revolution and Directoire Periods. It sounds the death of the hobble skirt and of the extreme styles, such as the harem skirts which were shown last season. We present to our patrons over 100 ex- clusive models, and six plates in colors, showing fourteen gown: nd evening wraps. These color plates are a new feature and a valuable addition never at- tempted before by any other American Fashion Journal. This number is the culmination of un- tiring efforts. We have outdone ourselves, and we know that every woman will say upon seeing it—‘‘to be well dressed one must follow L’'ART DE LA MODE styles.” Hats and bonnets will also occupy conspicuous place. Such well-known firms as Lewis, Virot, Reboult, Esther Meyer, Marie-Louise, Georgette, have sent us their latest creations, Your newsdealer sells it; if he cannot supply you write direct to us, enclosing 35¢c. Ask for our special offer on yearly sub- scriptions, 35c a copy vasn’t on the car, and Archimedes to a clothing that Eureka w: referred store. Everywhere he was greeted with surprise. He tried to pay his carfare, but found that he had left his money in his other clothes. So he thought it was the revised statue of Hercule that he had become weary of standing on his pedestal during the hot weath- er, and had started out for fresh air. I give this as I remember it. The story is foundered on fact. Archimedes once said: “Give me $3.50 a year L’ART DE LA MODE, wes thivty-tighen se., New York, N. Y. “ The Fashion Authority 48 comicbook by Wittia "holesor K Medic Knowle Know tea nowt now lest Medteat AN in Wehte | Puritan s.com