Life, 1918-12-05 · page 72 of 76
Life — December 5, 1918 — page 72: what you’re looking at
What you’re looking at
This is primarily a **product advertisement** for LIFE magazine's calendars, with a philosophical sales pitch rather than political satire. The page advertises two calendars: a "Dog Calendar" (six pictures, $1.00) and a "Patriotic Calendar" (twelve pictures, $1.50). The accompanying essay, "Patriotism and Dogs," uses whimsical logic to justify why calendars matter. The satire is mild and self-aware: it mocks the era's obsession with "efficiency experts" and rigid scheduling by arguing that even the sun understands the importance of punctuality and routine. The essay then pivots to selling calendars as tools that regulate life while offering emotional appeal—patriotism for one's country, companionship for dog lovers. The implied message to modern readers: calendars are both practical and inspirational gifts. The "patriotism" angle suggests this advertisement appeared during a period (likely WWI-era America, based on the patriotic imagery) when nationalist sentiment was marketable. The tone is tongue-in-cheek but earnest—typical of early 20th-century advertising that mixed philosophy with commerce.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
SIX DOG PICTURES, IN COLOR TWELVE PATRIOTIC PICTURES, IN $1.00, CARRIAGE PREPAID COLOR $1.50, CARRIAGE PREPAID Patriotism and Dogs Life moves on. Time waits for no man. We live in periods, colons, semi- sa and commas. The efficiency expert is the Pariah of the future. ut — Freedom consists in the adaptability of machinery to our needs. The sun never fails us. He rises every morning on schedule time. We know when he is going to set and plan for it. It is horrible to plan for anything, but the sun has been on the job for a long time. The sun is experienced. He says: ‘Unless | can do this thing regularly, a lot of people will be upset. If | should rise to-morrow morning at eleven instead of six-thirty, | would disappoint millions. | have no right to do this. | have an obligation to fulfil.” So the sun makes a business of being on time. What does this prove? Only that certain things must be done in order. What do you do when you write a letter? You look up at the wall. On the wall is a calendar. It is placed there for a purpose. It is a guide to time. If, in addition to being a guide, it contains something that links you up with your best feelings, so much the better. That is what LIFE Calendars do. They supply you with the necessary machinery to regulate your life. In addition they appeal to the best in you. Take the LIFE Calendars we are issuing this year. They are an ornament. They supply you with inspiration—and a sense of time. IF you love dogs, get the Dog Calendar. IF you leve your country, get the Patriotic Calendar. Thousands of homes throughout America testify each year to the beauty and usefulness of Lire’ Calendars. The two Calendars, reproduced above in miniature, are handsomely printed in colors, and tied together with he silk cord. Each Calendar put up in an art box, size 10.x 14. Sent carriage prepaid upon receipt of remittance. These Calendars are highly popular as Christmas Gifts. LIFE PUBLISHING COMPANY 17 West 31st Street NewYork SPECIA }} BsLAseS OF PREPARED paescriPri