Life, 1918-05-02 · page 34 of 40
Life — May 2, 1918 — page 34: what you’re looking at
What you’re looking at
This is a wartime advertisement (likely WWI era, given references to farm work and war service) for a mechanical golf bag stand called the "War Caddie." **The pitch:** The device allows golfers to play without bending down, supposedly releasing young caddies for military or farm work—framing golf equipment as a patriotic duty. The illustration shows a golfer with an upright bag supported by mechanical legs. **The satire/irony:** Life magazine, a humor publication, is running this ad that earnestly appeals to patriotism to sell a convenience item. The juxtaposition of leisure (golf) with wartime sacrifice creates unintentional comedy—suggesting that buying a gadget constitutes patriotic contribution. The $4 price and "10 days' trial" make it a commercial pitch dressed in patriotic language, which Life's satirical audience would recognize as absurd. The rest of the page contains book reviews and a Vanity Fair magazine advertisement.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
EEE * With the “WAR CADDIE"”’ thebagis athand without stoop- ing or taking your eye from the ball. @ bully ipportunity for your War Caddie.” Leading clubs have done away with boy caddies—The “WAR CADDIE” replaces them, It is_your patriotic duty to release one boy for farm work or other war service. Fits any bag. When bag touches ground the legs unfold and support it. Weighs less thana midiron. A splendid prize or present. 10 DAYS’ TRIAL t Only $4 prepaid. Money refunded if you return it after 10 days? trial. Special terms to clubs and dealers. DALE-REY CORPORATION 25 Church Street New York Sonnets of Sorrow and Triumph, by Ella Wheeler Wilcox. (George H. Do- ran, $1.) A sequence an elegiac Purpose. The War Soldier Men, by Yeo. (John Lane Company, $1.25.) Familiar sketches of army life in Exypt and the Dardanelles. The fron Ration: Three Years in War ring Central Europe, by George Abel Schreiner. (Harper & Brothers, $2.) A comprehensive survey of social and eco- nomic conditions. Deductions from the World War, by Licut.Gen. von Freytag-Loringhoven, (G. P. Putnam’ ) The mili- taristic thesis for the army and the peo- ple, an authentic statement of German Mud and Glory, by Georges with a preface by Maurice Barrés. (Small, Maynard Com- pany, $1.50.) Personal pictures of a French machine gun company. Serbia Crucified, by Lieut. Milutin Kru- nich. (Houghton, in Company, $1.50.) A Serbian officer's account of the war. Gunner Depew, by Albert N. Depew. (Reilly & Britton Company, Chicago, $1.50.) xperiences and adventures of an Amer sailor. Our Revolution. Essoys on Working Class and International Revolution, 1904- 1917, by Leon Trotzky. (Henry Holt & Co., $1.25.) A representative collection of Trotzky’s writings, edited with a biog- raphy by Moissaye J. Olgin. Mar The Fallacy of the German State Miscellancous N the Philosophy, by George W. Crile. (Dou- Tricks of the Trade, by J. C. Squire. Apri bleday, Page & Co., $1.50.) A study in (G. P. Putnam's Sons, $1.25.) A book 100k ob ethics. of parody in verse and prose. jriendls The Collapse of Superman, by William Dancing with Helen Moller, edited by aeeniiel Roscoe Thayer. (Houghton, Miffiin, 60 Curtis Dunham. (John Lane Company, ones cents.) A. satirical sketch of Prussian- $6.) Miss Moller explains her principles ism. in a series of essays. The Story of the Salonica Army, by G. An Oral French Method, by Mile. Alice ond) t Ward Price. (Clode, $2.) A war cor- Blum. (George H. Doran Company, $2.) AN respondent's survey of the Greck situa- An ingenious system for learning spoken With ; tion, French. hers in Pica _ and ev Nine Months of Vanity Fair will Enable yout. ; Ignite a Dinner Party at Fifty Yards a years! Tf 1 fervor that Presid nothin bility: run f maliti pende the ¢ | Don't be a Social Gloom. Don't be an intellectual Wet Blanket. Don'! kill the dinner stone dead along about the chicken okra or the baked se J\bass. Enjoy it all the vay ie the cocktails and caviar clear through te) “Ladi |the coffee and Coronas. Make others enjoy it. Hel ” Vanity Fair will act as your passport to popularity. It will By R. D. teach you how to write verse-libre on your shirt-bosom; how] the “Fis to wear a tiara without hatpins; and how to tell a Newport dowager from a sea-lion. In short, it will keep you in touch with everything stimulating, novel and amusing in th brilliant kaleidoscope of American life. | Vanity Fair costs 25 cents a copy—$3 a year. There is more joyous fun-making and mental stimulation in one | single copy than in fourteen yards of Bergson or Ralph Waldo Emerson. Yet, if you do not know Vanity Fair, jor would like to know it better, you may have nine whole copies for an insignificant two dollar bill. Nine Months of Vanity Fair for $2 > Ten if you mail the coupon now. Stop where you are! Tear off that coupon! VANITY FAIR, 19 West 44th Street, New York City Ls I want to go through life with my mind open: to keep my sympathies warm: to keep in touch wih te |) newest and liveliest influences of modern life. Therefore, 1 want you to send me the next nine number of Vanity Fair. My favorite two dollar bill is enclosed (or) I will send you $2 on receipt of your bil If this order is received in time. | understand that you will send me a complimentary copy of the curret | issue, making TEN issues in all, Hastrations Name .......ccccccecseecccccseeseeceesencesecseesen Street Cobyri 1 OS Fal. CUES Viare'siecal vain sind ton aiesswla s # eislewinid sieigio sidis wibisle o(ais sia aia\e\e ss State esives Ue aNeee Rus eseapeeeey comicbooksieeniy