Life, 1913-04-24 · page 46 of 48
Life — April 24, 1913 — page 46: what you’re looking at
What you’re looking at
This page contains **two distinct satirical pieces**: **The "General Order" cartoon** (top left) mocks courtship rituals as military siege. Using mock-military language, it humorously presents romance as strategic conquest—the suitor must deploy "five hundred and thirty-four boxes of candy," theater tickets, and coins to overcome parental "Home Guards," culminating in engagement and wedding rings. This satirizes the formal, transactional nature of early 20th-century courtship and marriage negotiations. **The Schlitz beer advertisement** (center/bottom) represents typical contemporary advertising, emphasizing purity and protection from "light decay" through brown bottles—a legitimate technical concern for beer preservation, presented as a mark of quality and care. The remaining content consists of **straightforward advertisements**: a Maine vacation promotion and a marriage/sexuality advice book ("Sexology"), neither satirical. The page exemplifies how *Life* magazine mixed genuine satire with commercial advertising, using humor to comment on social conventions while monetizing the space.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
leas From Headquarters Heapguarters, Army oF Perrect Butss, Lovers’ Lane, April 22, 1913. GeneraL Orper No. 1. JO Generat Surtor: Siege is about to be laid at the foot of Fairone, and you are hereby instructed to take five hundred and thirty-four boxes of candy for skirmish work, several weeks’ supply of theatre tickets to use to outflank the Home Guards, small coins for the infant corps of the same guards, a diamond ring to be used while the terms are under consideration, and a plain band ring to be used when the capture is complete. Yours, Cori, in Command of All Engagements. \ \ \) RY RRRRRKNA 3 Dont Admit Light Decayed Beer in Your House You must drink beer not only made pure, but kept pure. Purity exceeds all other costs in our brewery. We even filter the air in which Schlitz is cooled. We scald every tub, keg and barrel, every pipe and pump, every time we use it. Then, instead of putting pure beer in light glass bottles we use Brown Bottles. Light starts decay even in pure beer. Dark glass gives the best pro- tection against light. The Brown Bottle protects Schlitz purity from the brewery to your glass. We _ began in a hut, sixty years ago. Today our agencies dot the earth. Our output exceeds a million barrels a year. More and more people each year are drinking Schlitz. e Why don’t you, too, drink only pure beer — Schlitz in Brown Bottles? See that crown or cork is branded “‘Schlitz."* The Beer seg That Made Milwaukee Famous. : : SO SN S WS a SN Two Weeks of ae The It's the vacation you’re ACHING FOR. You go way down in Maine woods. You leave civilization far behind. By canoe and carry you come to one of those great Beautiful, Lonely Lakes scarcely known to the outside world. You put up at one of the log-built per- manent camps whose comfort and good fare are onc of the wonders of this country. Or you set up your own camp, with guide, sicep in a tent on hemlock boughs, eat camp-fire cooking. ‘You will catch big fish, canoe, explore, watch the moose and deer, get ‘k to Mother Nature, will come out brown, hard, erved—and with memories you wouldn't sell. ‘The expenses of the trip are small. Send for FREE Booklet Address Vacatiox Berrav The New England Lines Room 794 So. Station Boston, Mass. “1 UNDERSTAND YOUR LATEST NOVEL IS TO SOME EXTENT AUTOBIOGRAPHICAL.” “VERY SLIGHTLY, IT INCLUDES THE STORY OF TWO OF MY LIVES.” A Happy Marriage Depends largely on a know! edge. of the whole truth about self and sex aod their relation to life at bealth. This knowleige come intellizentiy 0 nor correctly from ordi every-day sources. SEXOLOGY (UMustrated) by William M1. Walling, A.M, M.D. imparts Io a cleat, wholesoine wa: volu: Knowledge a Yo uowledge a ¥. ‘Write for “Other People’s Opinions” and Puritan Pub. Co., 776 Perry Bldg., Phila., Pa. comicbooks.com