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Life, 1918-03-21 · page 52 of 56

Life — March 21, 1918 — page 52: what you’re looking at

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Life — March 21, 1918 — page 52: Life, 1918-03-21

What you’re looking at

This page is primarily a Vanity Fair magazine advertisement. The central pitch warns readers against becoming socially obsolete: if you're "out of step with the whirling progress of our time" or becoming "an old fogey," you need this magazine. The ad uses energetic language about "moving on all eight cylinders" and keeping up with modern life—a pitch clearly aimed at post-WWI readers anxious about remaining relevant in rapidly changing times. References to "Hooverian" child-rearing and "meatless Tuesdays" (a WWI rationing measure) date this to the early 1920s. The surrounding ads for E.Z. Garter stockings, hair restorer, and other products reinforce the social-anxiety theme. The overall message: consume the right products and magazines to stay modern and socially acceptable.

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

MUSCLES and VEINS are NOT RESTRICTED by the _GARTER “ THE ONE THAT WON'T BIND '* MADE WIDE for comfort and free circulation. No straps, buckles, Wide clastic webbing. or adjustments, Can't sag or unfasten, Silk finish SOc., lisle 25e. E. Z 2-GRIP 40c. and We. dealer's, send his name and CO., Dept. E, Bridgeport, Dealers: without obligation, rice to THE THOS. P. TAYLOR Ask your jobber, or order sample dozens from us hooks, If not at HL CONNET “1 DON'T MIND THE Days, LONELESS WEDNESDAYS, French Babies (Continued from page 478) 2046, Raymonde — Reiminger. Toochever, New York 96. | e Richard. “In memory of Kerie Carson. 2065. Francois Rolland. Mrs. Benito Forbes Smith, 1995. Germaine Rouyat. Edwin S., Jr. William A. and Otivia Jarrett 1967. Marie Jeanne’ Rul. Several con- tributtors. 94. Marcelle Be Gordon Chase Streeter. 2 Rernard Tapic. Several contributors, 1982, Georgette ‘Texier. Harry Addison Koha, 7%, André Tonnellier, Harry Addison Kubn MEATLESS TUES- BUT THERE'S NO SENSE IN THESE Marjorie ‘Trove diaicaring streaks of be easily combed away with Goldman's Hair San't a dye bata real restorer—e Guloriara od, eum ond ene a8 eat, fares the eigual ovlet In brea $ adeeb wuagiaty ib urertered Bay enacty Shoe tama ents Sitstoniuitee ona Tinjeruueearntenstioe he ‘solt yon pouter oot to buy from 7our Grerg at, MARY 7, GOLDMAN 135 Goldman Bldg., 8t. Paul, Minn, £st. coyrs. g | (STOPS GRAY HAIR) ray can lor Restorer, Ji Send fr Free Trial Bottle L 04 Mrs. Martin. Sch 1979. Robert Kuhn. 2115. Yvonne 100. Brownell Raymond Roger Masselin, Louisette Masson. PRE z0s4. Armand Touzard. Theresa W. Grats 2079. Raymond Mauveaux. Miami Valley Lodge, No. 20, American Rolling Mill Coy Jean Sanlaville. Mrs, Helen S. Middletown, Ohio. Lice Mercier, Mr. and Mrs. J.P, Roger Vandercueille. The the American Revolution, San Francisco, Cal. Léopold Morel. Marry Addison Veuillequez, Mr. | and joen, Vilmouth. Wolf, Harry Addison OOD ADMINISTRATOR HOOV- ER says that growing children must be well fed, They should also be kept happy and cheerful. Therefore atributors, Mrs. C. Several Mr. In memory, of Merritt Moore,” F., H., EM. A i Fe the parents should be annual subscrib- 1969. Georges Mathiot. Mr. and Mrs. - 6 Dean C, Worcester. ers to Live. I vou want to be in the socia! ‘and artistic swim, tecr off the couron in the lower left hand corner of this page—and mail it VANITY FAIR The most successful of all the new magazines Don't Be a Social Back Number— If you are out of step with the whirling progress of our time ; if you are removed from its magnetic influences; if, despite your youth, you are becoming an old fogey, or an old maid, or an old bachelor, or an old bor } it your joie de vivre is dying at the roots—then you must read Vanity Fair, and presto! you will be nimble- witted and agile-minded again—the joy of the picnic— the life of the grill-room—sunshine in the home. Nine Months of Vanity Fair will enable you to ignite a dinner party at fifty yards Don't settle down comfortably in the ooze, The world is moving, moving on all eight cylinders—some folks are even moving on twelve—and you might just as well move along with them. Don't stall yourself on life's highroad and be satished to take everybody else's dust. Hop up and take a little joy ride on the red and yellow band-wagon—Vanity Fair's band-wagon, EVERY ISSUE CONTAINS: PERSONALITIES: Portraits and SPORTS: The war has affected io ‘clations of the best Known fighters, many netable ways the Laikling of au ‘aad over here, not to mens mobiles, airships, tnotorioats. Its fects upon then are regularly treated. ia the pages of Vanity Pair. THE STAGE: A panorama of N: York's theatre of war} reviews 0 mest “daw comedies, the most Stimalating plays, the lensest dramas. FASHIONS: The bist word 09 the pew clothes lor men and women. Uf you want your brain ke powdered and well groomed for nine months, just tear off, fill in and mail the little coupon below V8 AND. ARTICLES, treatment of the wore exc "sides of the war, by enlive ‘and enlivened essayists, critics and, horse THE ARTS: Criticisms and sites. trations of the test and mor dicomed — POLETICS¢ Accurate. Informa ; happenings tiene, edligiing Sci astiog wih) We Promise You, Solemnly teat War. that Vanity Fair is not deat of — justone more m: even a new magazine ofan old _kind—but an ALTO- GETHER NEW KIND OF MAGAZINE. It's an en- tertaining Magazine for Moderns, azine, or ol the wart soldiers, near-sobiiers, ofS: rored, month by shops the growth a cers and. nearothicers; workers and pear-workers as seen by Young and tes tron Paris dating artists and writers. riogs: moving pictures. Try a Little Dolla. Diplomacy! ‘You think nothing—in your poor deluded way—of paying $200 for a theatre ticket, or two faded gardenias, but you can secure for $2 nine months of Vanity Fair—ten if you mail the coupon now—and with it more entertainment than you can derive from dozens of sex plays or a shelf fall of problem novels. We are not going to print any pretty girls’ heads on its covers, We are going to spare you the agony of ex discussions. We shall publish no dreary serial re stories, Nodiariesoftravel. Stop where you are! No gloom. In short, we ‘Seat off that coupon! shall deal with only’ the most interesting, ent taining, and unusual as- pects of wartime andeivil jan life. Condé Nast Publisher Frank Crowninshield Editor 25 Cents a Co; Three Dollars a Year . (0) Vanity comicbooks