Life, 1917-07-19 · page 4 of 40
Life — July 19, 1917 — page 4: what you’re looking at
What you’re looking at
This is primarily a **subscription advertisement** for *Life* magazine, using satirical imagery to encourage sending subscriptions to soldiers abroad during World War I. The cartoon depicts a small cherub or child figure presenting a large sword to a uniformed soldier, with text asking "Why Not Send Life to a Soldier?" The **satire** works on two levels: (1) the absurdity of substituting a magazine for an actual weapon, and (2) the implicit claim that *Life*'s humor and commentary provide morale and intellectual sustenance comparable to military equipment. The cherub figure adds ironic whimsy to this proposition. The advertisement promotes sending subscriptions to American Expeditionary Forces in Europe, offering special rates for Canadian and foreign addresses. The pitch emphasizes that *Life* provides "cheerful reflex of public opinion" to troops. This reflects WWI-era patriotic marketing strategies.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Why Not Send toa Soldier? The suggestion embodied in the above picture is one which it will be well for you carefully to consider. Our European circulation 1s constantly increasing. As our boys go for- ward to the front, the necessity of keeping them supplied with a cheerful reflex of public opinion will also increase. We will take per- Speci sonal charge of your order and, upon receipt Facioved of the proper amount, see that Lire is for- * sael9 (te, Dak warded regularly to the right address. $8265. Send tite for three months to Sending Lire to salle) Abroad J. Smith, United 10, American d the paper will go regula Open only to new subscribers; no sub- scriptions renewed at this rate. LIFE, 17 West 3st Street, New York. 97 One Year, $5.00. (Canadian, $5.52 ; Foreign, $6.04.) comicbooks.¢omi