Life, 1918-09-19 · page 34 of 34
Life — September 19, 1918 — page 34: what you’re looking at
What you’re looking at
This is primarily a **Vanity Fair magazine advertisement** disguised as editorial content, with satirical commentary about modern urban life and social pretension. The top section, "If I Owned the World," satirizes **wealthy people's entitled expectations**—demanding theaters start on schedule for their arrival, refusing tips to service workers, and insisting train berths be available last-minute. The illustration shows an aristocratic woman lounging luxuriously, embodying this self-centered attitude. The main advertisement uses humor to market Vanity Fair to two audiences: "amusing women" interested in theater gossip and fashion, and "clever men" who appreciate wit and modern art. The copy implies that reading Vanity Fair signals sophistication and cultural awareness—you'll know what's fashionable "a month before it becomes popular." The "Just Say to Yourself" section mocks social anxiety, suggesting subscribers avoid being "provincial" or "a blight at luncheon." At $3 yearly, the magazine promises intellectual and social improvement. The sidebar advertisements (Biltmore Hotel, Sexology book) target similar affluent, status-conscious readers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
If I Owned the World WOULD Have every theatrical performance egin the instant I was comfortably seated, Have every subway car—which 1 thing, but treat me with redonbled courtesy for not paying them Always wait until the Iast_ moment hefore securing my sleeping accommo- dations on trains, and then invariably seenre lower berths or compartmen ‘ople out if they had already might occasionally enter for my own amusement—immediatel 1 upon my arrival Have all women who have er Have all the people who now receive ments with me always on the spot, a tips, not only refuse to accept any- little ahead of time. Amusing women read VANITY FAIR because it keeps them au courant of all the things one talks about—the gossip of the theatre and opera—the new movements in arts and letters—the latest in sports and salons—the smartest in dogs and motors—the gayest in dances and fashions—the latest tip on where to dine, to dance, to drop in for cigarettes, coffee and celebrities. Clever men read VANITY FAIR because it knows the world, and loves it, and laughs at it. Because it is too witty to be foolish and altogether too wise to be wise. Because it isn’t afraid to buy the best work of our young writers, artists and dramatists. And because it prints such adorable pictures of the loveliest women in the world. The most successful of the new magazines Take your favorite theatrical magazine; add your favorite humorous periodical; stir in The Sketch and The Tatler of London; pour in one or two reviews of modern art; sprinkle with a few indoor dances and outdoor sports; dash with a French flavoring; mix in a hundred or so photographs, portraits, and sketches; add a dozen useful departments; throw in a magazine of fashion and one of literature; season with the fripperies and vanities of New York—and you will have VANITY FAIR. If you would be ‘‘in the movement” dance the newest dance a month before it becomes popular; dine in Bohemia before it realizes it is Bohemia and charges admission; know what to see at the theatre, hear at the opera, buy at the bookshop, and on no account miss at the gal- leries—fill in and send in the coupon for five months of VANITY FAIR, at $1— and even six, if you mail the coupon now. Just Say to Yourself “1 owe it to my family and friends to £0 through i to keep tcon't be stodgy! be provincial! I refute to become—tehether intellectually or socially—a blight at luncheon. 1 won't hill a dinner party stone dead ten minutes before the entrée, Therefore, I will risk a single dollar and subscribe to Vanity Fair.” $3 a year Condé Nast, Publisher Frank Crowninshield, Editor Jilustrations copyright by Vanity Fair @e BILTMORE 43rd and 44th Sts. and Madison Ave, The Cascades 19th Floor—Always Cool Most unique dining room in N New decorations and lighting Dancing Supervision Miss Florence Walton OLUMBUS is accounted « cause he disc 1 Ame couldn't help discovering clmer loss his ship had sunk. Greater covery is the man who first that by becoming an annual sw Lire he could, without wr effort, bring happis alas ceell as artistic improven himself and his family times @ year. GIVE IT ANOTHER TWIST SEXOLOGY, imparts in a clear, whi way, in-one volume Keewiedge a Young Mao Shesid Kaowiedce a Yo