Life, 1916-03-16 · page 38 of 44
Life — March 16, 1916 — page 38: what you’re looking at
What you’re looking at
This page is primarily **advertising**, mixing commercial promotions with satirical editorial content typical of Life magazine's format. The main satire appears in the **"First Aid" dialogue**, which mocks military incompetence. A Private Mulroon describes "curing" a wounded soldier by applying a tourniquet around his *neck*—effectively strangling him into silence rather than treating his head wound. The joke criticizes the brutality and absurdity of military medicine and discipline. The editorial piece **"Waking Up"** references Secretary Josephus Daniels and his friend Mr. Bryan, suggesting Daniels was slow to recognize the Navy's purpose and needed prompting toward efficiency reforms. The remaining content consists of period advertisements: Vafiadis cigarettes (imported from Cairo), a "Figure Mold" garment company (corset-like devices), a garage, and Wilson whiskey marketed toward "Moderate men." The whiskey ad ironically emphasizes moderation while promoting alcohol consumption—typical early 20th-century marketing paradox.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Rarveyed lo the Houschold of the Khedive. the bnperial Court Austriahlunga aba a ey, So fate Of Saxe-Cobiig-Catha, the Imperial Court of in. etc. etc. the principal clubs and the regimental wneaes of beta, Barmah and Candia ( rose Americans who have smoked our Vafiadis (Vah-fee-ah-dis) Cigarettes abroad-may now obtain them in the Uniled States ~ because to Liggett & Myers Tobacco Company, who import them.we have also given thé sole right lo manufacture them Jrom our Cairo formula. CTheodoro Vofiadis & Co. (CALCUTTA-BOMBAY- LONDON: RANGOON:CAIRO- Tedsars clin ase Tins oon ze dloces, ey LS alasenree Ov estimable Secretary Josephus Daniels seems to have waked up to the idea of what the navy is for. It is a long way from that to efficiency, but, after all, it is the first step that costs. There is a fine example for Mr. Daniels in the heroic measure lately taken by his friend to restore efficiency Department. Garage °69:5°_ ay ‘The Edwards Mfz. Co. 320-356 Eeeiesten Ave. Clariowath 0. to the State “The Beau Brummell" A well-set up appearance betokens success in business and social affairs. You can acquire it by wearing THE FIGURE MOLD to preserve a good form or remedy @ faulty one. ‘The Beau Brummell for Slender Men. The Beauty Mold for Slender Women will instantly line up and perfect an already good form. thighs, and on the inner as well as outer side of limbs, out one moment's delay, diet, or discomfort of any kind. An Absolutely New Method ‘These garments cause no beat, are scientifically correct, carry elieve strain, Improve facial expressioa, stimslate circulation. Sealth, and beauty the figure. Have wo iajurious qualities and a place. Endorsed By Physicians and Surgeons We make themto adividual measuretn varyinglengths formenand sox. en and sell themdirect. Write Wve Mustratedbooket with fulldescrption Poaltively the Only Fizure Mold In Existence Foreign and domestic patents granted and pending. FIGURE MOLD GARMENT COMPANY 50 paschresasvicctsates.c, Mr. Bryan The best Moderation. In every walk of life you will find the healthiest, brainiest men are Moderate men—just the kind of men we want for customers. That’s why we make the mildest, mellowest, purest Whiskey on the market—for the Moderate man— —Wilson—Real Wilson—That’s All! First Aid FFICER OF THE GUARD: You say you found a man bleeding and groaning from a wound in the head, and that you cured him with a tourni- quet. Private Mutpoon: Yis, sorr. Oi put th’ tourniquet around his neck, an’ afther twistin’ it a couple av minutes, be jabers, there wasn’t another groan out av him. T takes the ingenuity of genius to apologize for its follies. doctor on earth is The Whiskey for which we twrented the Non-Refillable Bottle FREE CLUB RECIPES—Free booklet of famous club recipes for Address Wilson, 13 E. 31st St, N.Y. That's All for The éred dairys Hol andr Hol cows | less and w profit gate t free | HOLS 2, \ comicbooks.com