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Life, 1918-01-24 · page 37 of 40

Life — January 24, 1918 — page 37: what you’re looking at

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Life — January 24, 1918 — page 37: Life, 1918-01-24

What you’re looking at

This page, dated during **World War I** (references to Pershing and the war effort date it to 1917-1918), contains two distinct elements: **Left side**: A **Fownes Gloves advertisement** offering practical buying advice—typical commercial content. **Right side**: A **propaganda piece for Vanity Fair magazine**, framed as a patriotic appeal. The text argues that Vanity Fair serves the war effort by maintaining civilian **morale**—described as essential to victory. It explicitly quotes General Pershing stating that keeping French and American spirits up matters as much as military hardware. The **political point**: This represents how American magazines positioned themselves as contributors to the war effort, not merely as entertainment. By publishing humor, theater news, and "cheerful" content, Vanity Fair claims to fight Germany as effectively as ships or ammunition. The repeated phrase "That is our 'bit' in this war" reflects the era's "home front" mentality, where civilians believed maintaining optimism was a patriotic duty. The page reveals **WWI-era attitudes**: morale as a weapon, magazines as propaganda tools, and entertainment as patriotic service.

📄 Transcribed text from this page (OCR, searchable)

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

N (GS; ost French Babies abe Ange deanne Moret. Mr and Ars eather has (Continued from page 147) 1913. Jean Paixach. Dr. and Mrs. Charles ES of glove | fed Heoce col yMalanie be Gall. A. M.. Lester, A HOME aca EG. Geaba 4 eG .. EB Wood, As W. Porter, Fy it Marcel Panchou. D. H. Grandin arettes up enormously .. . rience | RK. M, Barthold and Osear Hoffman, Co, susie ip these points are worth 1895, Pierre Leger. + A Brown. = Berthe Penhoet. Mrs. Blanche Irbé és ' assain a Mr. : ement remembering: and Me: Fad Hareb og ais . Marguerite Pevties, N. . Nelson. : ie Loos. Mrs. J. J. Morgan. jean Peyrac. M. L, Hughes ds 1. Buy good gloves—for ance Fai eed eane Louboutin’ “Mr. and Piles Cearees Pleuvry. Mrs. William I. bios true economy. pakls, Marie Marreas, Mrs. Blanche Inbé net Plouviez. Mrs. Jobn G. | remner. loward. : ” S32. Odette Marreau. Mrs. Blanche Irbé SLi Mrs, William Bunker. tte, 2. Buy genuine “Capes”, Bee re te wn oe ve me Tene ee i tomate. Miss aa eae oh, 1861, Louis \ er. liam Bunker. 1885. EI Pe ‘ he Shak Club for greatest durability. 1896. Céontine Monribeau. ” George” A. of Bangor, Maine. eae oe 3. Buy gloves which you Brown, 1840." Agnes Ravenel, Miss Mary E. Hare J can wash. a 4o Tarkiss *Fownes Capescombineall these . the Wedd advantages, in addition to their Every Issue of celebrated style and Fown VANITY FAIR is a Boost for the Morale of the Nation pid God's sake, cheer up the people of France,” said , ‘ershing, when they asked him what America could that’s all you need | do to help win the war. Morale, and the "cheero __to know about a GLOVE. | spirit” in France, in England, and in America —= ~ _ ~ will do more to beat Germany than any other single thing. Lack of it will give victory to the Hun. Mighty Is Serum I ; . Vanity Fair. It appears that there is a serious alarm be among the medical officers of the:army Vanity Fair cannot build ships. Or move freight. Or go over and navy over the frequency with which the top with an Enfield. But it can help to dispel gloom. It can infectious diseases kinds develop keep cheerful the men who go and the men and women who among the much-inoculated young men mew ins sadious ttaiping-eshups through stay. It can chronicle that side of the war which refuses to be out the country. Among the diseases : : : : : ‘eiich “Aire: Up upon Inoculation, dark— its unquenchable humour, its unconscious heroism, its where their existence had not before been outstanding figures, and mirror — cheerfully —the swift current suspected, are meningitis at Camp Fun ston, malaria at Camps Logan and White, of war-time life at home. That is our “bit” in this war. typhoid at Camp Dix, measles at Camps and Bowie, and According to Vanity Fair covers the war. It publishes serious arti- and amusing in civil life. Itis a sort of headquarters cles on serious phases of it. It shows portraits ofthe for the mind, a front-line trench in the affairs of the Bold: € the New menwhoarein the forefront. It treatsas they deserve world, a listening Fea for news of the theatres, arts, 4 Ont Or aoe. Se those incidents and accidents of wartime life which _ sports, gaicties and fashions; a special official commu- York Board of Health, these are only a call for humorous appreciation or caustic comment. _niqué from General Headquarters—once a month— few of the diseases prevalent in the re- | Ttalso publishes—as always—everythingentertaining on the latest news from our artistic and social fronts. cently drafted army. And yet the popu- ' ' lation adjacent to these camps where , $ . 1° . . hifion adiaceot to) these comps. here Read Vanity Fair Yourself! Send it to Your Soldier! their public health authorities, to be very Not only should you have on your library table those publica careful not to introduce their infectious tions which treat only the most serious aspects of the war in the diseases among the men in camp! Cer- most serious way. But with them you should also have Vanity tainly, other supplies of disease germs Fair, which echoes the songs of the Sammies, the skirl of the Pipers, and does its best to maintain the cheero spirit here at home. than those in the injections of serums would be largely superfluous. there: ‘The men who have gone to camp have left their familiar worlds be- —From Living Tissue. hind them. They are hungry for news. They need laughter. They want something amusing to read. There is nothing you could give Too Much them that would more exactly fit their needs than Vanity Fair. Goop Minister (awaiting the appear- 9 Issues of Vanity Fair for $2 ance of the lady of the house): What is that, my little dear? ten, if you mail the coupon now Litrte Ge: My apron. I'se going to put it in the wash. Mamma got it all If you do not know Vanity Fair, or th dirty. would like to know it better, you may 1 “She did?” have the next nine issues for $2—and tgages “Yes, sir; she took it up just now to even ten, if you mail the coupon now. rinted dust the Bible."—Pearson’s Weekly. You think nothing—in your poor deluded way— JERS of spending $2 for a single theatre ticket, or two eceipt faded gardenias. Yet for that very $2 you may eg HE moving reason for Tom Saw- have ten months of Vanity Fair, and with it more 1oning ’s willingne let the oth entertainment than you would get from a win- rs coulingness (ovcet:tne olner ter of problem plays, or a five-foot shelf of novels. boys enjoy the privilege of painting the urease as that it was Tuesday, and the Attention! Eyes right! Salute the coupon! ZINE er’ regular copy of Lire had just | Tear it off, fill it out, and let Vanity Fair keep a ere red y you—for ten months—in step with the times, " come in. comicbooks.com