Life — November 14, 1918 — page 4: what you’re looking at

What you’re looking at

# Analysis of LIFE Magazine Page 696 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.