Life, 1912-11-07 · page 40 of 60
Life — November 7, 1912 — page 40: what you’re looking at
What you’re looking at
This is primarily an **advertising page** from Life magazine, dominated by four commercial ads for luxury goods (Franklin Simon & Co. overcoats, Cheney Brothers silk cravats, Surbrug's Arcadia tobacco mixture). The only satirical content is a brief anecdote titled **"Quite Misunderstood,"** which satirizes **customs enforcement bureaucracy**. A woman smuggles silks from the Orient, pays duty and fines, but a customs official still threatens criminal prosecution. Her son-in-law argues this is excessive—she's already been punished financially. The official coldly insists on following procedure regardless. The joke's punchline reveals the son-in-law is *pleased* by this outcome: "the first gleam of sunshine that has entered my home in twenty years"—implying he hopes his mother-in-law goes to jail. The satire mocks both rigid, unfeeling bureaucrats and family resentments. A second brief joke about philosophers crossing water provides filler content. The page reflects early 20th-century American attitudes toward tariffs, customs enforcement, and family dynamics—matters Life's affluent readership would recognize.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Franklin Simon & Co. Fifth Ave. 37th & 38th Sts., New York LONDON MADE HER MEAD SwAM"” FROM ALMOST ANY POPULAR NOVEL The “Toga” Overcoat Quite Misunderstood FOR YOUNG MEN 32 TO 40 CHEST A woman went to the Orient and, coming back, was caught trying to smug- gle in a lot of choice silks. She had to pay duty and a fine. Then there was talk of a criminal action to follow. Her son-in-law called on the customs officials. “Ts it possible,” he asked in a severe tone, “after my mother-in-law has paid the duty on the stuff and her fine, that you contemplate criminal action?” “We are considering it,” the customs official replied gravely. Made expressly for Franklin Simon & Co. By Studd and Millington,-of London, W. Single or double breasted, buttoned through English Guard model of Vicuna, Irish Tweeds, genuine Shetland Cloth and Whitney Chin- chilla, in Navy, Olive, Brown or Oxford. 29.50 to 45.00 SEPARATE ENTRANCE Young Men’s Clothing and Furnishings 8 and 10 West 38th Street SILK cRAWATS, Tubulans.Kanited, Crocheted and ff iethe Four-in-hands name made omthe oa the el Women kaow the quality of Cheney Silks. They will tell ou that heney Silk Cravats must be of the same high quality. They are. at is why we protect you by stamping our name {on every cravat we J make, whether it is a tubular tie, a knitted of crocheted four or one of the many styles made up of the Cheney Silks themselves. If it is a Cheney Cravat, it is the best that can be made. Ask your dealer */ CHENEY BROTHERS Silk Manufacturers STORE FLOOR Connecting with our Fifth Avenue Store “And if my mother-in-law were to be convicted, as she probably would be, she would have to go to jail?” “T think so.” “Do you mean to tell me you intend to do this to a woman—a woman who has already expiated her fault and ree- ompensed the Government?” “Ido. But, look here, old chap, don't take this too hard. I've got to do my duty, you know. Don't feel so badly about it.” “Badly! shouted the — son-in-law. “Why, my dear sir, this is the first gleam of sunshine that has entered my home in twenty years.”—Tit-Bits. A rittrosoriee and a wit were cross- ing the water when, a high gale arising, the philosopher seemed under great ap- prehension lest he should go to the bot- tom. “Why.” said his friend, “that will suit your genius to a tittle; as for my rt, I am only for skimming the sur- face of things.” 2160 Fay, MIXTURE r Sursruas ARCADIA MIXTURE In each pound there are three to four hun- dred pipefuls—it costs $2.00 per pound— three-quarters of a cent a pipe. If you smoke five pipes a day it’s less than four cents —five hours of pleasure for four cents—certainly ARCADIA is cheap enough for you to smoke. Send 10 Cents (i20 THE SURBRUG CO., 204 Broadway, New York comicbook $.co