Life, 1915-07-01 · page 28 of 44
Life — July 1, 1915 — page 28: what you’re looking at
What you’re looking at
**Left Section:** This text satirizes social climbing through conspicuous consumption. The piece mocks new money trying to infiltrate "exclusive circles" by name-dropping luxury retailers (Soleful's shoes, Squeezer's corsets, Robbenheimer's department store). The joke is that true status comes not from *what* you buy but *where*—and that merely mentioning these shops signals wealth and refinement. The satire peaks with the observation that paying *cash* at Robbenheimer's proves one's "plebeianity," while having a charge account signals elite status. It's commentary on American materialism and status anxiety. **Right Section (Revised):** This appears to be anti-German WWI propaganda disguised as parody "commandments." It mocks German militarism and imperial ideology by presenting grotesquely exaggerated German values (Kaiser worship, territorial conquest, plunder). The context suggests this was published during or shortly after World War I, when such direct satirical attacks on enemy nations were common propaganda.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Important Thing HOSE who are just getting started in exclusive circles will do well to remem- ber that it doesn’t so much matter what you wear; the important thing is where you buy it. Of course this is no place to tell just what the ultra shops are. That would break the charm, for it would look too much like a paid advertisement. The names must ned hy experience and social intercourse, and, once social success i sured. If, while sitting on the summer piazza, you get the opportunity to observe that you buy all your shoes at Soleful’s, you will notice an immediate flurry of well- bred interest about you. The effect will be much greater than if you mentioned a recent week-end at the country home of the Van Porkers lf, during a little lull in the afternoon at auction, you can manage to inform the ladies that you have all your corsets made at Squeezer's, you will so fluster your opponents that they will be unable to win a point the rest of the day Then, of course, for odds and ends and notions, you simply must have a charge account at Robbenheimer's artment store. Let this be known on all occasions. It will take you a great way, To be sure, some of the riff- raff, in the innocence of social unregenerateness, have the nerve to enter Robbenheimer’s and even to buy, but they always pay cash, That proves their utter plebeianity. 1 charge is the thing, and, above all, to charge at the right places. So jewelry must always be bought at Sparkler’s, hats at Mademoiselle Hattie’s, ete, etc. Do not, therefore, waste time dilating upon the style and texture of your habiliments. Merely give the name of the purveyor. The elite will instantly recognize the pass- word. The unelite will hasten to kow-tow to your secial eminence FISHING IN LEGISLATIVE WATERS Revised HOU shalt have no other Aultir but mine. Thou shalt not take to thyself any graven image nor anything of commercial value that is not made in Germany Honor thy fasher and thy mother if they are German, but if they belong to other nations, plunder and burn them to death or sell them into. slavery Six days shalt thou shoot and kill all thou hast to but the seventh is the Kaiser's. This day you should press into your mind the fact that he is the agent of God Thou shalt covet thy neighbor's land and his horse 1 his ox and his wife, for nobody else but thou has a right to occupy the earth, comicbooks.com