Life, 1917-10-18 · page 34 of 40
Life — October 18, 1917 — page 34: what you’re looking at
What you’re looking at
This page contains three distinct advertisements and editorial content: **Top Left: Clysmic Water Ad** — Promotes "Clysmic" mineral water from Waukesha, Wisconsin, positioning it as the preferred drink of aristocratic clubs and hotels. The appeal is to class consciousness and exclusivity. **Top Right: Modern Library Books Ad** — Boni & Liveright publishers advertise classic literature at 60 cents per volume (affordable for mass market). The selection spans contemporary modernist writers (Shaw, Wells, Ibsen, Nietzsche) alongside established classics, suggesting intellectual sophistication is now democratized. **Bottom: Life Magazine Subscription & College Cartoon** — The subscription section promotes Life as essential reading for college students. The accompanying cartoon (showing rough caricatures in what appears to be a dorm room) satirizes college life, with the caption suggesting parents needn't worry about their children's education—Life magazine provides sufficient intellectual stimulation. This is self-promotional humor typical of the era. The page overall reflects early 20th-century marketing targeting educated, aspirational middle-class readers seeking cultural refinement.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Clysmic— Of Course Because all the best clubs and hotels are glad to serve you Clysmic—they know it is the aristocrat of sparkling waters. 15 grains of Lithia Salts to the gallon. Sold everywhere in splits, pints and quarts only. Don’t accept ordinary waters peri Dortles at Toe Ciyemc Sorngs at WAUKESHA, WIS. Insist on genuine ale le Sig There's always something THE MODERN LIBRARY , good i in Life — | for instance - here's OF THE WORLD’S BEST BOOKS Beautifully hand bound in limp croft leather ¢ per volume, net. Postage 6c extra per volume “If real merit in typography, binding, convenience, and—best of all—subject matter, counts for anything, these books are certainly deserving of a fine measur success, They fill a need that ix not quite covered, so far as I have observed, by other Dublication in the field just now.”— aie! iiford Smyth, Literary Editor of imes. “In these times the opportunity to get a full mental meal for sixty cents ought fete Ls unnoticed, The Modern Library should prove as great a convenience as it is a bargain.”"—Life. Many worthwhile modern books can be found only in “The Modern Library and most of the following contain valuable introductions written expressly for” Modern Library.”” Ideal companion volumes for soldiers and civilians Oucar Wilde Derign Gray Thos. Saltser « Best Ressian Short Stories Strindberg. % Oncar Wilde aac : Kipling © eee Solder Nietzsche Stevearon *treuned Touma. HG. Wells. "The War in the Air A. Frases © Henrik Ibsea A Doll’s House, Seiakerse Ghost An In Fueny afte Prone Anatole France. De Macpasant . | ‘Madeneacle EWG Wels, Nietzscbe Thes Spake Zarathastra Gustave Flacbert 1 Destoyevsby oor People James Stephens. Mary, Mary Macterinck . " . "A Miracle ‘Anton Chekhor * Rothschili’s Fiddle. ete Arthar Schutsler . " . Anatol and atber Pon ‘todies in Pessimism Samocl Betler ©.” . The Wey of All Flesh Dame Care George Meredith . reumers es GBShw . Geo. Moore + Confessions Plays: Hedda “Cable ile Thomas Hardy. a Mayor of Casterbridge of Society, The Master Builder Haeckel, Thompson, Weismann, etc., Evelotion in Modern Thought BONI & LIVERIGHT, Publishers, 103 West 40th St., NEW YORK Seeing Lire at college Is only matter of thought on the part of parents. Tt may interest our friends to learn that they can enter an order for six months for cight months for $3.34; or nine months for $3.75, thus covering the collexe term ; ty) Subscribe and be sure of having it regularly, an hour's good fun every week One Year 00 Canadian $5.52 Foreign $6.04 Six Months — 2.50 ; “302 Three Months 2s was Egy Fight Months aaa ¢ 268 go Nine Months 3.7 aa 4.83 LIFE, 17 West Thirty-first Street, New York a Editor: €R—WOULD YOU MIND MAILING YOUR POEMS IN FUTURE? 1 FEEL THAT WHEN YOU ARE WAITING MY DECISION Ts APT TO BE RATHER HURRIED, comicbooks Bama