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Life, 1912-02-22 · page 39 of 44

Life — February 22, 1912 — page 39: what you’re looking at

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Life — February 22, 1912 — page 39: Life, 1912-02-22

What you’re looking at

This page presents a nostalgic essay lamenting the disappearance of the American frontier. The author argues that the Wild West—once defined by lawlessness, violence, and romance—has been domesticated by civilization. Cowboys now work in stockyards; outlaws perform in vaudeville; Native Americans lecture on the Chautauqua circuit. Arizona grows hay instead of harboring criminals; Nevada abandoned gambling and drinking. The piece is satirical social commentary on American "progress": modernization and reform have killed the frontier's mythic appeal. The essay uses deadpan irony to show how the West has become respectable, commercialized, and ordinary—replaced by automobiles, irrigation, and proper society clubs. The advertisements (Old I.W. Harper whiskey, Rauch & Lang electric cars) ironically underscore this transformation: even the symbols of frontier excess now market themselves as refined, safe products for genteel consumers.

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

Iver- t we mber ; you t the e we slee's nter- num- issue 3ell,” ver re sold. The Late Wild West The Wild West, with its guns and sauds and garments, has come East; its cowboys are in the stock yards; its bronco-busters are in the circuses nd country fairs; its blue-eyed homi- cides are in vaudeville and the police force; its untamed redmen are on the Chautauqua circuits or in college foot- ball teams; its romance and folklore are the fifteen-cent magazines and the problem plays. The Wild West is now the Windy West; its thirst is a tradi- tion; its rugged ideals only inspire col- lege athletics; its habitat is given over to spellbinders, Iungers and irrigation. To-day Arizona raises hay and hens in- stead of hell and horse thieves; Texas s abandoned pistols and alcohol for Prohibition and alfalfa; Nevada has abolished faro and liquor and taken up Moses and his law, and the road agents and holdup artists have been supplanted hy hotel keepers and mine promoters. The glow, the glamour and the glory of the Wild West have departed; the Wild West has gone to join Bohemia in the discard; reform and respectability GRANDFATHER, USED STILL THE BEST. Note style oe bottling This is the Guaranteed Original It is handled by the best dealers thru- out the United States. If you cannot find it we will tell you where you can be supplied right in your neighborhood. BERNHEIM DISTILLING CO. LOUISVILLE, KY. UNDERGROUND NO LITTER, No opoRs, - 1¢ foot: closes itself. Clean and sanitary. cpl eet from factory. Guaranteed. Clreular tree. +H. STUPIENSON, Mfr. 46 Farrar Street, Lynn, Mass, The Latest Achievement of Rauch & Lang The electrics produced in the Rauch & Lang factory are the handsomest vehicles made today. The Rauch & Lang car is a master- piece of mechanical skill and beauty. Ease of operation is one of its exclusive features. The control (which is patented) is unique. There is no other like it. It so simple anybody can drive the car with perfect safety and comfort. You cannot know how easy it is to drive an b hang over plain and prairie like a pall The hero must now seek death and dan- ger on a Broadway cross and battery at Oyster B days are over. The bronco has sur- rendered to the autocycle; the limousine has displaced the prairie schooner; the cowboy fades in the presence of th tor; the prospector has turned broker, and the stage driver of the Sier- ras is a motorman. Sic transit gloria mundi. The Wild West is no longer wild is as tame as tea and toast. It no longer au electric vehicle until you have driven a Rauch & Lang. This simple car, with all its.advan- tages, costs the least to maintain. Neu- tral garage men will tell you how little attention a Rauch & Lang needs. Any agent can give you approximate fig- ures. You should get them before you decide on a car. Batteries standard equipment. 1 Electric Pneumatic or Motz High-Efficiency Cushion Tires optional. Catalog on request. Demonstration gladly given at any time by any Rauch & Lang agent. ane Rauch & Lang arriage Company 2336 a 25th pei Capland (2n) shoots; it shouts. The greaser is a gey- ser; the sport spouts. Texas talks; Ok- lahoma is windy; Montana is modish; Arizona has society columns, woman's clubs and phonographs; Kansas only awaits walls, roof and keepers to be a bedlam, and Nevada and Nebraska have ne in for genealogy and car-muffs Reclamation, conservation and alien lung troubles have domesticated the West; the sage brush is being Burbanked and the alkali commercialized. The Wild West is dead. Requiescat in pace.—Joseph Smith, comicbooks. _j com