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Life, 1912-03-28 · page 43 of 50

Life — March 28, 1912 — page 43: what you’re looking at

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Life — March 28, 1912 — page 43: Life, 1912-03-28

What you’re looking at

This page contains a literary satire and automobile advertising. The **"Rhymed Reviews"** section mocks Edith Wharton's 1911 novel *Ethan Frome* by summarizing its tragic plot in doggerel verse. The satire emphasizes the melodrama: a poor farmer trapped in a loveless marriage, a beautiful cousin who tempts him, a suicide pact that fails, leaving him permanently caring for two disabled women. The crude rhyming ("tree/skidded," "scared/packing") undercuts the novel's literary seriousness—Life is joking that despite Wharton's reputation, the story is actually overwrought melodrama. The dominant **"Weed Anti-Skid Chains"** advertisement is a major feature, warning that nine-tenths of automobile accidents result from skidding. It appeals to both safety-conscious drivers and those showing off ("joy riders"), using an editor's endorsement to claim Weed Chains are industry-standard. This reflects genuine 1910s-era concerns about motor vehicle safety before modern traction control existed. The **"Milo" cigarette ad** uses a flippant, romantic tone to suggest the product's superiority.

📄 Transcribed text from this page (OCR, searchable)

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

Ethan Frome (By Edith Wharton. Scribner's.) Poor Ethan led a dismal life; His farm was swept by chilly breezes, And Zeena Frome, his selfish wife, A prey to fanciful diseases, Drank medicine and worried him With fretful whinings, mean and catty. She wanted help, and took a whim To send for pretty Cousin Mattie. This move of hers was hardly wise, ‘or an could not keep from staring At Mattie’s lovely hair and cyes, While Mattie liked his manly bearing. Yet, being Massachusetts folk, They hid their growing love securely; If Ethan sighed, he never spoke, And Mattie only blushed demurely But still when Zeena, getting scared Perhaps, sent Cousin Mattie packing, The lovers, heart-to-heart, declared That life is naught if love be lacking. So hapless Mattie, frenzy-led, ested suicide by coasting. cy sat themselves upon a sled And down a hillside went a-posting Kersmash! against a great big tree! That darned old bob-sled must have skidded, For Ethan lived; and Mattie, she Was permanently invalided. So, when this merry tale is done We find a crippled Ethan tending Two peevish wrecks instead of one— A situation most heart-rending. The Different” Cigarette My lovers have left me from time to time—as fickle lovers will—but they alwayscome back. MILO THE SURBRUG COMPANY, New York “John! You Must Get Weed Chains Foo Wiceree ca CUTS Of HS READS for Our Car Today” ae Nine-tenths of all automobile accidents are caused by skidding. Hardly a day goes by but the news- papers chronicle some startling mishap entailing broken limbs, smashed cars and tremendous expense. Careless drivers and foolish ‘‘joy riders’? are not the only ones who get into trouble. The most careful driver—the man who says z and thinks he never takes chances is often ‘up against’’ serious difficulties. When motoring on wet, muddy, snow-covered roads or on icy, slippery, greasy pavements, try as he may, and even if he exercise every possible precaution, he cannot prevent slipping and skidding unless his car is equipped with Weed 4nti-Skid Chains _A well known editor of one of the largest automobile papers thus expresses his views: “The fact remains that no other device will do just what Weed Chains will do. The Weed invention is one of the most remarkable in the history of the Motor Car industry. When first put upon the market, its effectiveness was self evident, but the skeptic said it would ruin tires and that something far better would be forthcoming. The fact is that it constantly creeps and does not ruin tires any more than the ordinary use of the tire—without the chains—wears it. “Another fact is that Taxicab companies, who do everything that money can do to minimize accidents, universally use Weed Chains because no other device at any ice is equally elective.” When Used on the Front Wheels, Too Weed Chains give comfortable, easy steering; no cramped fingers; no cramped arms; no sore muscles—out of car tracks, ruts, snowdrifts and “heavy going"—just ike tering on smooth roads. Even if you don’t value your own life—what right have you to imperil the lives of others? For your own safety, for the safety of the public, stop at your t's today,and:fally equip your carwith Weed:Chains. Recommended and sold by all reputable dealers. Weed Chain Tire Grip Co.,28 MooreSt., New York A soothing yarn, this “ Ethan Frome"! When friends are few and dollars e fewer, x —either escorted And all is blue as heaven's dome EUROPEAN TRAVE! or independent under Bartlett management, means marked ‘Twill make you several tinges bluer. advantages and privileges because of Bartlett prestige, a standing that our select clientele has And that is what a novel's for. Besides, you'll learn, if bent on shed- ding Your young heart's blood, that there are more Effective means of death than sledding Arthur Guiterman. 659 earned for us during the past thirty years. An attractive price for the best service, Write today for Brochure F, containing 30 it eraries and useful information. BARTLETT TOURS CO. 200 8. 13th St, Philadelphia, Pas ACCESSORIES e ‘camps (leas than cost) brings allag 49 Fer ved Score Pads, 12 variation ed L__RADCLIFFF: St. New York comicbooks. com