Life, 1916-02-03 · page 36 of 48
Life — February 3, 1916 — page 36: what you’re looking at
What you’re looking at
This page mixes humor, advertising, and social commentary typical of early 1900s Life magazine. **The "Sensitive" cartoon** satirizes British military protocol. A new soldier fails to salute his colonel, claiming he thought the colonel was "vexed" (angry) with him. The joke plays on the soldier's overcorrection: he's so anxious about the colonel's earlier rebuke that he misreads the situation entirely—a commentary on rigid military hierarchies and the absurdity of rigid etiquette. **"Making It Worse"** depicts a streetcar conductor's failed attempt at politeness. When he says "lady," a passenger objects sharply. His switch to "madam" still offends, suggesting some people are impossible to please—a jab at social pretension or oversensitivity. The page is largely **advertising**: Egyptian Deities cigarettes, Bacardi rum, a sexology book, world tours, and Wilson whiskey (notably during Prohibition era, marketing "moderate" consumption). The Evans' Ale and Stout ad features a cherub. These ads and jokes reflect 1910s attitudes toward class, military deference, and consumer culture.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Sensitive Here is a story of a London “nut” who had mounted guard for the first time: The colonel had just given him a wig- ging because of the state of his equip- ment. A little later the colonel passed his post. The nut did not salute. The indignant colonel turned and passed . The nut ignored him, “Why in the qualified blazes don’t you salute?” the colonel roared. “Ah,” said the nut, softly, “I fawncied you were vexed with me.” —New York Globe. BACARDI Makes The Perfect Cocktail, Hickey of Highball ey Tet SEXOLOGY, sala ae rte Bop fl " PREFER Dake any other cigarette 25° 10; Makers of th Grad Tirkish ond pan Cae Making It Worse 1786 onl 1916 “Wait a moment, lady; wait until the car stops.” “Will you please not address me as lady, sir?" she said, sharply. “TL beg your pardon, madam,” said the conductor. “The best of us are apt to make mistakes."—Buffalo Courier. Py AM in exe vebeme, $2.00 postpaid PURITAN PUB. Peace. is symbolized in these days not by a dove but by a parrot—The Sun, fout Constant adherence to First Principles has kept them at the head The moderate man is a boon to the = community. Being neither narrow minded nor over indulgent he is the balance wheel of American life. And it is to the moderate man that we direct our best effort in making a remarkably mild and mellow Whiskey — Wilson — Real Wilson — That’s All! The Whiskey for which we invented the Non-Refillable Bottle The Best Regular Services to EGYPT, INDIA, CHINA, PHILIP. PINES, JAPAN, AUSTRALIA, NEW ZEALAND. Round World Trips ‘and Winter Tours in INDIA. PEN- INSULAR & ORIENTAL S. N. CO. Fell ntermation from A Sherbet ts male tasty and deltghtfal by using Abbott's Nitters. Sample of bitters by mall cts. in stamps. C. W. Abbott & Co., Baltimore, Md, FREE CLUB RECIPES—Free booklet of famous club recipes for mixed drinks, Address Wilson, 13 E. 31st St, N.Y. That's All!