Life, 1915-11-04 · page 37 of 56
Life — November 4, 1915 — page 37: what you’re looking at
What you’re looking at
This is a **testimonial advertisement disguised as editorial content**, a common practice in early 20th-century magazines. The article promotes "Conscious Evolution," a health/self-improvement method taught by Alois P. Swoboda (address: 1388 Aeolian Building, New York City). The narrative structure uses a personal anecdote: the author encounters an old acquaintance, Hollister, who was supposedly dying from business stress and nervous exhaustion around 1890. Swoboda's teachings allegedly transformed Hollister into a vigorous, healthy man in his sixties. **The satire/appeal targets:** - Aging readers anxious about declining vitality - Business-stressed professionals - Skeptics of conventional medicine (Hollister's doctor advised travel/retirement, which failed) **Key persuasion tactics:** testimonial from a "real person," specific details (business failure, symptoms), dramatic before/after contrast, and the promise that anyone can recapture youth through proper technique. The piece exemplifies early-1900s wellness marketing blending pseudoscience with personal narrative—essentially a polished infomercial positioned as journalism.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
An Unusual tip HAVE friends who travel a great deal more than I, but who have apparently no greater number of friends than I possess, ‘yet they tell me it is very seldom they take a long trip without meeting some friend on the train, while I, as a rule, never meet a friend while journeying. The other day while making a hurried trip west I met with an exception to my usual experience; and what a wonderful exception it was! The fact is, I cannot help telling about it. I had no more than boarded the train when I met my old friend Hollister of Kansas City. Way back in 1890 we were interested together in the elevator busi- ness. When I sold my stock to Hollister it was after a long period of worry for both of us. Business had been bad and the going to the wall of one of the largest banks of the state of Missouri made us financially and in every other way very shaky. I was none too well, but Hollister was “all in,” as is the saying. He was unable to think, he could not sleep, he was nervous, he had brain fag, he could not digest his food; there was not a function he could perform with any satisfaction or success ; no doubt he believed that he was losing his mind. I, in my own heart, be- lieved that Hollister was slowly dying. I was not alone in this belief that he could not live another three months. When, therefore, I met him the other day, looking better in health and better in physique—in fact, an unusually virile man as well as in a most exuberant-state of mind and body, as though he had been reborn (he is past sixty years of age) I could not help asking for the secret of his tenewed youth. It took Hollister but a minute to say, “T owe my regeneration and life to Swo- boda, who, through teaching me the sim- ple principles and secret of evolution and how to use them, has recreated me in body and mind, and made me better in every way than I had ever been in my youth, and all this after I had been told by specialists that nothing could give me health.”” Said Hollister, “ When I think of my physician telling me to travel and to quit business, which, by the way, was going to the wall because of my inability to run itin my poor state of mind and body, and when I think of thus being practically sentenced to complete ruin, so to speak, BY W. W. WASHBURN and when at the same time I realize my present condition of rejuvenation, I awoke to a greater and greater apprecia- tion of Conscious Evolution and its won- derful possibilities for the human race.” He said, “ Swoboda taught me not only how to rebuild myself, but also -how to continue my life and evolution where na- ture left off. In my case, he improved upon nature, and I have since learned that he has done as much for thousands of others—men and women of every age and condition.” Continuing, Hollister said, “It was a red-letter day in my life when I heard of Swoboda from the publisher of the lar- gest newspaper in Missouri—a friend who had learned from experience as well as from others of the wonderful success of Conscious Evolution.” As can be seen, Hollister could not say enough in praise of the renewer of his life and fortune. Naturally, I became in- terested, for I am getting along ir. years, and have, mistakingly, like most human beings, come to expect weakness as inevi- table, in consequence of gaining in years. When my friend assured me I could, through Conscious Evolution, be made young again, I indeed became interested and eager for the demonstration. I took Alois P. Swoboda’s address, which, by the way, is 1388 Aeolian Building, New York City, and obtained his booklet by mail a few weeks ago. I at once started to use his method, and now can compre- hend why Hollister was so enthused with delight in the new life, for I, also, am growing younger, stronger, happier, more energetic, and more virile by leaps and bounds. It is a fact that one must ex- perience this new and better life which is produced through Conscious Evolution if one is to comprehend what is being missed without it. When I met Hollister on the train it was an unusual trip and a wonderful day for me. It was a wonderful day for Hol- lister when his newspaper friend led him to Conscious Evolution, and I need but hint to the readers of Lire—let this be a wonderful day for you. Get in touch with Swoboda, and obtain his booklet—it will cost you nothing, and may start you on the road to a new and better life. Swoboda will send this booklet to any one for the asking. I know it is his aim to help as many as possible. This booklet explains his new and unique theory of the body and mind, and, no doubt, it will prove interesting to every one as it did to me. It gave mea better understanding of myself than I obtained from a college course. It startled, educated, and en- lightened me. It explains the human body as I believe it never has been explained before. Moreover, it tells of the dangers and after-effects of exercise and of ex- cessive deep breathing. What Hollister said to me seemed too good to be true. What I say, no doubt, seems to be too good to be true, but Swo- boda has a proposal which every one should consider and thus learn that noth- ing which is said about Conscious and Creative Evolution is too good to be true. In concluding this statement I cannot refrain from mentioning the fact that I now have pleasure in work and in a stren- uous life, and I whistle, hum and sing; where formerly I always wore a frown (according to the evidence of my family) I now, as my friends say, always wear a smile. ed Interesting Observations Recent observations have called atten- tion to the fact that seven men out of every ten who weigh less than 150 pounds and who are more than 5 feet 10 inches tall have active tuberculosis in some de- gree. This only emphasizes the conclu- sions at which keen observers have ar- rived — that tuberculosis is much more prevalent than the human race is willing to admit. Hundreds of physicians have tuberculosis and do not suspect it. Is it any wonder, therefore, that the average layman does not know what is the cause of his langtidness, depression or nerv- ousness ? It is fortunate, however, that physi- cians at last are learning that the body makes its own antitoxins and serums for the express purpose of destroying germs of all character which enter or invade the organism. Physicians are learning that the body is a self-maintaining institution and that its ability to maintain itself. de- pends upon the discipline the cells receive in harmony with the physiological limits of each individual organism. Discipline creates reactions and increases the molec- ular action. This means the production of greater energy and greater efficiency, mental and physiological. The address of Alois P. Swoboda is 1388 Aeolian Building, New York, N.Y. Advt. comichooks.qelu)