Life, 1916-03-30 · page 17 of 45
Life — March 30, 1916 — page 17: what you’re looking at
What you’re looking at
This satirical page mocks American moral priorities circa World War I era. "Our Shame Department" features a fictional millionaire, "J. Morganblaum Henryhock," who allegedly pays to advertise America's shameful prioritization of profit over principle. The satire attacks pacifist arguments and isolationist business interests that opposed U.S. entry into WWI. The fake advertisement parodies the Bill Tweed political machine ("Dollars first"), implying wealthy Americans would tolerate citizens being "torpedoed" (German U-boat attacks on American ships) rather than risk trade. The phrase "spiritless death" sarcastically suggests moral bankruptcy. The top section satirizes the vague concept of "social scale"—suggesting Americans can't agree whether status derives from wealth, ancestry, or laziness. Two small cartoons illustrate domestic themes: a wife watching her departing husband ("wonder if she'll miss me") and "The Return of the Prodigal," depicting reconciliation, offer lighter humor contrasting the serious political commentary.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
de lo The Social Scale NYONE having acute information as to what the social scale is will kindly communicate with this office instanter. Although a favorite expression in the best of authors’ families, diligent research fails to reveal its true character, its limitations, denotations and connotations. The dictionary is very painstaking in telling us what scales are, not only scales in general, but numer- ous varieties of scales in particular. It is similarly minute in defining the word social, but there is never a hint as to what the social scale is. How is it established? It must measure something in connection with society, but what is its unit of measurement? Is it dollars per stratum, ancestors per century, shirt sleeves per generation, idleness per family, or what? Without these and other accurate details we must all remain at sea. Many of us at this very moment may think we are ascending the social scale when we are really traveling rapidly in the other direction. Our Shame Department FTER considerable persuasion and pressure, Mr. J. Morganblaum Henryhock, the prominent multimil- lionaire, has agreed to spend one million dollars in adver- tising our national shame to the world. Mr. Henryhock, when seen yesterday, said: “Yes, it is true that I am out on the side of national shame. The advocates of national honor and backbone, if allowed to persist, might get this country to adopt a policy by which in the near future American citizens would no longer be murdered and drowned at the whim of foreign countries. I have, therefore, consented to spend my good money in presenting the other side, firmly believing that somebody ought to do this.” The first advertisement is as follows: To the American People Remember the old American slogan of Bill Tweed, still in force; namely, “ Dollars’ first.” Unless we can put money above everything else, this nation is doomed to be a great moral force. Give us a spiritless death. ‘Tis better to have a few Americans torpedoed than it is to vindicate our rights at the expense of our foreign trade. Large dividends from little concessions grow. When in doubt, write another ringing letter. He who writes and runs away will live to write another day. Henrynock, ro AY Deserting Husband: 1 wonper 1F sue'LL Miss Me! THE RETURN OF THE PRODIGAL Delia comicbooks.com