Life, 1918-08-29 · page 33 of 34
Life — August 29, 1918 — page 33: what you’re looking at
What you’re looking at
This page combines satire with advertising. The **"Who's Who?" joke** mocks marital infidelity: two women at a Red Cross workroom accuse each other's husbands of being out late together, then one indignantly "clarifies" that her husband was actually out with the *other woman's* husband—implying both couples' spouses are having affairs together. It's a dark joke about wartime morality. The **Tareylon Cigarettes ad** and **"Pep" essay** on the left mock American obsession with energetic showiness. "Pep" satirizes how everything from chorus girls to divorce requires flashy, exaggerated performance. The large **Vogue advertisement** is a legitimate pitch: for $2, readers receive ten fashion numbers instead of buying individual issues, saving money during wartime when "extravagance and waste must be avoided." This appeals to Depression/WWI-era thriftiness while promoting Vogue's authority on fashion choices. The **Sultan of Sulu reference** (top) notes he's now "civilized" because he subscribes to *Life* magazine—mock-serious commentary on American cultural imperialism.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
‘LIFE® in the winning of souls, and in the musical field several band leaders are not far behind him. Christenings are seldom lacking in pep—usually without rehearsal; divorce couldn't exist with- out it, T" i Sultan of Sulu is at last thor- oughly civilized. Since the estab- lishment of American rule he has been a regular, annual subscriber to Lire. Who's Who? ‘WO women met one morning at the Red Cross workroom. ly husband tells me that he was out with your husband until very late last night,” said Mrs. Clarke. “That isn’t true,” cried the other in- dignantly. “1 want you to understand that my husband was out with your husband.” ing, e prieccoa 12 trader. mre | $2* Invested in Vogue (a tiny fraction of your loss on a single ill-chosen hat of gown) Will Save You $200 This year, above all others, when extravagance and waste must be avoided, you should have Vogue at hand. For now, every woman must devote even more than her usual care to the selection of every detail of her wardrobe, so that not one hat, gown or wrap may remain unworn and its price wasted. Pep PEEP the fetich of the age. ceive even perfunctory considera- The sim- To re- tion a thing must have pep. lest act must be performed with pep. Discovered, most unremittingly ob- served and developed to its greatest perfection on that Via Dolorosa of the Muses. the Great White Way, now everybody's doing it, gs must have pep—delivered in a burried jumble of over-emphasized, exaggerated jabber, accompanied by a The gown you buy and never wear is the really expensive gown. Gloves, boots, hats, that miss being exactly what you want are the ones that cost more than you can afford. VOGUE suggests . swooping and hunching like t doing a shadow-boxing stunt. the most viru- ‘omedy pep form—is supplied by a chorus that 5 mis SUppIEE. DY 2.6 that before you spend a single penny on your new clothes, before you even begin to plan your season's wardrobe, you consult its great series of Autumn and Winter Fashion Numbers. Save yourself from a wrong start, Begin with the MILLINERY NUMBER (NOW READY) For $2, a tiny fraction of your loss on a single ill-chosen hat or gown, you may have these ten Autumn and Winter If you mail the coupon at- lat or gown, ) y tached sow, your subscrip- Fashion Numbers of Vogue. tion will ‘start with the big Autumn Millinery Num- dy, making TEN ns, jumps, skips, hops, yells, snaps fingers and raises Cain gene + its “ © Vogue motto apparently being, “ Be it ever so Vogue now mak. cial_offer—NINE i for $2 (yearly subscrip- tion price $5). Our most popular evangelist is one of the most eminent exponents of pep Here are the 9 numbers % (Ten if you act promptly) you will receive for $2 issues which unfold the Fall and Winter mode. Thou- ‘Autumn Millinery Sept, 1 tands of models will TAME AM bie hte: hats that take the veil and fone that Shown from which you cas choose the world: appropriate gowns, veils, and. coiffures iodo hea ee gr Forecast of Autumn Fashions Vanity Number Nov. 18 which, Jour gowns will, this Sept. 15 Graceful touches that make the smart season, be more attractive ‘The earliest advance information from won smart; where to get them and than ever before. is on the new silhouette—saving how to use them. you trom that costliest of all ere Christmas Cilte Number De . Hundreds of gilts of distinction, rane War Time Modes ing trom $2 to $2,000, good in valve; Ae Poterse fashionabl Oct. 1 actually purchasable. rst aid 10. the fashionable woman Holiday Number Dec. 18 of not unlimited means. who wishes "Tait minute elle; decorations or the to curtail ber expenses without in the {:#8t minute giltes decorations lor the least sacrificing smartness. folidays. Parle Openings oo. exigiy ot Lingerie Number || Jan. 1 combi hibits Poe Lroras for, bow nd persona Thetched and decribed Gy US Ur" choice markings and. care ‘These are the all-important 1 But, mail the coupon pee nptly, as the com- Plimentary. copy. el the Autumn. Afil- linery | Number must come out of a small reserve wen artiste ions Nov. 1 Showing the mode in its winter culmi. nation; hats, furs, frocks, accessories; what is worn and who wears it. Motor and Southern Number Jan. 15 Everything new in the motor world; where to go and what to wear in the South. SEND NO MONEY Don't bother to enclose a cheque or eren write a letter. ‘The coupon opposite will do and ts easier and quicker. With one stroke of ‘pea. you will solre your entire clothes problem. By seting today you w 20d valuable ideas for the next tio seasons and insure yourself against costly failures. Regular subscription price $5 @ year (24 issues) comicbooks.com