Life, 1914-10-29 · page 35 of 44
Life — October 29, 1914 — page 35: what you’re looking at
What you’re looking at
This is a full-page advertisement, not a political cartoon. It promotes the Panama-California Exposition in San Diego, timed to celebrate the 1915 opening of the Panama Canal. The ad uses romantic language to entice readers to visit California, emphasizing affordable travel via railroads and hotels. It promises "Spanish Mission Colonial architecture" with Mission bells, pigeons, and "rug-draped balconies" — essentially marketing exotic colonial aesthetics as tourist attractions. Notably, the ad includes Spanish poetry quotes (misattributed to Longfellow) romanticizing Spain, reinforcing the exposition's theme of celebrating colonial heritage. The bottom illustration shows the "Foreign Arts and Crafts Buildings" styled after Spain's Prado museum. The subtext appeals to business prospects: the ad suggests California offers "opportunity" for financial independence, targeting readers seeking escape from their current economic situations. This reflects early-20th-century American optimism about westward expansion and California's economic potential.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
it dressed f unin Velun- ool for tk but estbore sively nized from ing of of the olsteis Inves- Milk.” : Pp 10 go CS xpositio Now you can afford to see California and her great Expositions Celebrating the opening of the Panama Canal HE year 1915 is the year of decision—the year you have been planning for always. You have always wanted to see California—the land of sunshine and orange blossoms. Especially have you determined to see Southern California, because—you know—that is the California you have read and heard about. Now you can readily afford to gratify your heart's desire, © The railroads and the hotels have arranged: to meet you half way. Furthermore, everybody is going to the Exposition and you can’t afford to be a “stay at home” and listen in wide-eyed amazement to the tales of this Wonderland when your friends return, The San Diego Ex- position is a dream city of the old world. A city of Spanish Mission Colonial architecture with Mission bells in low towers, around which hover flocks of pigeons. “Rug-draped balconies twined by banks of purple bougainvillea. No tired and footsore spectators will emerge from the gates of this Exposition. Intense interest and enlighten- ment mark every exhibit. No other Exposition, past or present, resembles it. Instead of finished products, the things we use and wear and eat are made before our very eyes by machinery transplanted from the throbbing factories of the world. ‘And perhaps—very likely—you will find in this land of promise during your visit the opportunity you have sought to free yourself from the bondage of your present business struggle for financial independence. California spells opportunity, and her arms are extended in hearty welcome to ‘you in 1915. Your nearest railroad ticket agent will tell you about the low rates. I Get your Ticket to San Diego = 1915 “Oh! Espafia, como mi joven corazon ayy por ti latia en tiempos pasados.” —Longfellow. the “How much of my young heart, O Spain, Went out to thee in days of yore? Year —Longfellow. THE FOREIGN ARTS, AND ARTS AND CRAFTS BVILDINGS FROMTHE PRADO comicbooks.com