Life, 1918-04-04 · page 34 of 40
Life — April 4, 1918 — page 34: what you’re looking at
What you’re looking at
This page collects brief satirical jokes and advertisements typical of early 20th-century Life. The humor targets social absurdities: **"Right-O"**: A tailor justifies his apple trademark by crediting the fruit for launching the clothing business—a nonsensical pun referencing Adam and Eve's biblical nakedness. **Liberty Bond joke**: A husband expects praise for finally buying something that *wasn't* on sale—mocking both his chronic penny-pinching and the wartime push for bond purchases (this appears WWI-era, given soldier references). **"Consider the Mule"**: Uses a rural Black dialect speaker ("Uncle Eben") to deliver folk wisdom: a mule who kicks becomes unpopular. The anecdote about a man beating a mule who won't apologize plays on the mule's stubborn reputation. **Herbert Tareyton ad**: Features a top-hatted gentleman endorsing cigarettes. The page is primarily **advertising mixed with humor**—typical Life content blending commerce with satire on consumer culture, marital dynamics, and rural wisdom. The racial dialect humor reflects period conventions modern readers would find outdated and offensive.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
570 FOOLISH CONTEMFO ARIES ela Right-O “Why do you have an apple as your EGYPTIAN DEITIES Rople of culture and refinement invariably PREFER. Deities tu any other cigurette, trademark?" asked a client of the cash tailor, “Well, well.” replied the man, rubbing his hands, “if it hadn't been for an apple where would the clothing business be to-day? Tit-Bits. ALLEN’S FOOT-EASE for Soldiers and Sailors The Plattsburg Camp Manual suggests the daily use of Foot=Ease in the Shoes. “Hunny, aren't you proud of me?” “What for?” “Lve just bought a Liberty Bond with money.” . I'm proud of you. That's the first time in your life you ever bought anything that wasn’t marked down. —Birmingham Age-Herald, Consider the Mule “A mule,” said Uncle Eben, “ should AVE be a warnin’ against kickin’, De better es . | he does it, de more unpopular he gits.” S —Washington » sho’ floxed i ~~, “Yassan! Brudder T aS iS 2 me, and flogged me plenty! He knocked PR2peet me down and drug me around and be and mauled me twell muh tongue hung areyton * London zy ton Do? What kin Ido? De gen‘leman Herbert Tareyton Landon Smoking Mixture done disavow de whole incident!" “What yovall gwine to do ‘bout it, Sample upon request —Kansas City Star. Falk Tobacco Co, SBWest45 St. NewYork, Fa Insure Against Car Theft The car thief is always on the job. He takes a good look before he grabs the wheel. If he spots a POWERSTEEL AUTOWLOCK, he shies. That Yellow Strand Wire Rope and unpickable spring lock beat him. That's why you save 10% on theft insurance in some companies, At dealers, $2.25 east of the Rockies. BASLINE AUTOWLINE saves in another way—in time, when you need a tow. It’s also Yellow Strand Wire Rope, fitted with patented snaffle hooks. At dealers, $4.95 east of the Rockies. Truck owners value the POWERSTEEL TRUCKLINE for its super- strength and unfailing service. Write for literature BRODERICK & Bascom Rope Co., St. Louis NEw York Manufacturers of celebrated Yellow Strand Wire Rope fo Powerstee. AutowLock BELL-ANS \Don't Delay, Order Today MAC KANR AK As helpful to a meal as soup or bread and butt. enjoyable. itt anc Dealers 11786, HUDSON, 8.1 Absolutely Removes} Indigestion. One package| proves it. 25c at all druggists | =f < to send your wife to the sea- Where the Expense Came in | , shore this season?" T can’t afford it.” she isn’t extravagant, i “Not in the least; but last y she was away I blew in four hundred dol- lars."—Boston Transcript. Cusromex: These chairs may be fash le, but they are extremely uncom: fortable, ALESMAN: Ah, that’s the beauty of these chairs, madam, When a caller sits } in one of them she doesn’t stay long. Boston Transcript,