Life, 1917-07-12 · page 4 of 40
Life — July 12, 1917 — page 4: what you’re looking at
What you’re looking at
The cartoon shows a well-dressed man in a top hat making a self-deprecating joke about Life magazine's subscription cost: "Oh, well, it's only five dollars a year, and I must have my little joke." The accompanying text acknowledges Life's dual identity as both a serious and humorous publication, then pivots to a patriotic appeal. During what appears to be World War I (based on references to "Soldiers Abroad" and "American Expeditionary Forces in Europe"), Life solicited subscriptions as a charitable act—readers should send the magazine to soldiers at the front as "a patriotic duty." The satire is gentle: Life positions itself as essential reading for troops while simultaneously asking civilians to fund this patriotic gesture through subscriptions. It's simultaneously self-promotional and patriotic messaging.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“Oh, well, it’s only five dollars a year, and I must have my little joke.” It is no secret that Lire is the most serious paper in the country. Also (occasionally) the most humorous. We aim to displease a cer- tain proportion of people who deserve it. We are keeping fairly cheerful, thank you, and would suggest that you send Lire every week (as a patriotic duty) to some boy you know at the front. Forward us the address and the proper amount, and we will do the rest. 7 ¢ eA ¢ ’s ial 7 cial y Otter Enclosed 7 7, find One Dol- 7 7 Sending Lire to Soldiers Abroad fF - Mail for the American Expeditionary Forces i / eqularly forwarded ( 7 unit, as J. Smith, y Fo _ _ ospital No 10, American Expeditionary i‘ Oyen only to new sulncribers; no subscrip- nd the paper will go regularly. He tions renewed at this rate. Mail for Canadian and British soldiers has all along 7 been sent safely, in care of the Army Post Office, “ LIFE, 17 West 31st Street, New York. 96 London, the name, regiment, division, and so on, .. being given. 7 7 One Year, $5.00. (Canadian, $5.52; Foreign, $6.04.) comicbooks' jneut! jn war t does Ee junctio always Indis ‘Quick! Jasts th ] : (