Life, 1917-12-27 · page 31 of 41
Life — December 27, 1917 — page 31: what you’re looking at
What you’re looking at
This page offers satirical advice for retail clerks (floor-walkers—salespeople who assisted customers on shop floors). The cartoons mock the contradictory expectations placed on service workers through exaggerated situations: - **The tension**: Clerks must balance multiple opposing demands—appearing cheerful without being too familiar, attentive without being pushy, well-dressed without intimidating poorer customers - **The satire**: Each vignette illustrates an impossible middle ground (avoid sadness but don't laugh too loud; don't be indifferent but don't over-attend) - **Social commentary**: The piece critiques both retail management's unrealistic standards and class-conscious customer behavior—particularly the anxiety less-wealthy patrons felt around well-dressed staff The humor derives from the absurdity of these contradictions, which early 20th-century retail workers genuinely faced. It's a commentary on customer service's emotional labor and social pretense in department stores.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
‘LIFE: 1099 & Tips to Floor-Walker Guard against a sad demeanor, lest it tend But do not laugh loudly, especially at your to keep the patron below a buying tempera- own sallies, If the customer is pleased to be = ture, facetious, seem appreciative. Avoid an air of indifference. But do not be effusive. Over-attention re- pels many people. No clerk can afford to be neglectful in the On the other hand, be not too grand. The matter of personal appearance. less-well-dressed patron is apt to feel at a dis- advantage. | xun | comicbooks.com