Life, 1918-11-14 · page 4 of 34
Life — November 14, 1918 — page 4: what you’re looking at
What you’re looking at
This page is primarily **advertisement** for LIFE magazine subscriptions disguised as editorial content. The devil illustration represents the stress and burden of Christmas shopping—the "inevitable" task of buying gifts for loved ones. The satirical pitch reframes this obligation: rather than endure shopping's "trouble, wear and tear," readers should gift a year's LIFE subscription instead. The magazine promises weekly delivery with "pictures and text, fun and criticism" appealing to everyone. The ad specifically targets those sending gifts to servicemen overseas or in camp, emphasizing LIFE's compact weekly format suits limited mail transport. The devil embodies the frustration the advertisement claims to solve—making LIFE itself the solution to holiday shopping anxiety.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Most Acceptable Christmas Gift For Your Boy Overseas or in Camp. Because ‘it is sent weekly, and does not crowd the limited space allotted for transportation of holiday gifts. For Friends, Relatives and Folks You Care For Becduse it comes every week, fifty-two times a year, with pictures and text, fun and criti- cism, that will appeal to everyone. American Sailors and Soldiers all like Lire. So do the Marine. Domestic rates are suficient if subscriptions are to ships whose mail gocs in care of Ame in Postmasters, Soldiers and Mari if sent to them as members of the American Expeditionary Forces without defi- nite forcign address. For the fleets and armies of our Allies, the rate is $6.04. This Is the Way You Feel When you think of that inevitable Christmas shopping you have to go through with, in order to remember your loving friends. But—is this inevitable? Why not save trouble, wear and tear, and send them the one gift that will please them most? Why not send them a year’s sub- scription to Lire? Obey that impulse. Enclosed find five dollars (Canadian, $ $6.04). Send Lire for one year to LIFE, 17 West 3st Street, New York. @ One Year, $5.00. (Canadian, $5.52; Foreign, $6.04.) comicbooks.com