Life — June 14, 1917 — page 4: what you’re looking at

What you’re looking at

# Analysis This is a WWI-era recruitment advertisement masquerading as editorial content. The cartoon shows a well-dressed man with a top hat holding a whip, controlling a bear (labeled, appearing to represent Germany or enemy forces) perched on a pedestal. The text references "Teddy"—likely Theodore Roosevelt, known for enthusiastic nationalism and the phrase "speak softly and carry a big stick." The article argues that enthusiasm and leadership win wars, crediting such qualities with American military success in France. The publication then makes an unusual request: readers should *not* promote Life magazine this week to support the war effort instead. This patriotic self-sacrifice was a common WWI propaganda tactic, positioning non-promotion as a civic duty toward winning "that war first."