Life, 1918-12-19 · page 3 of 34
Life — December 19, 1918 — page 3: what you’re looking at
What you’re looking at
This page is primarily a **Christmas gift advertisement** for Life magazine subscriptions (priced at $5.00 yearly). The top cartoon shows two figures labeled "MINERVA" (goddess of wisdom) and an unnamed male recipient, with the caption "Here you are, madam." This appears to be visual wordplay—presenting Life magazine as a wise, valuable gift. The lower section features a **Christmas greeting card design** promising Life will arrive "for the Next Twelve Months with Christmas Greetings from" the subscriber. The ad targets American soldiers overseas and in camps, emphasizing that Life's "fun and criticism, drama and book reviews, pictures and editorials" appeal to everyone. The satire is subtle: positioning a humor magazine as the most "acceptable" Christmas gift reflects mid-century American consumer culture and gift-giving conventions.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“Here you are, madam” The Most Acceptable Christmas Gift For the American Overseas or in Camp: For Friends, Relatives and Folks You Care for Anywhere: Because it comes every week—fifty-two times a year—and contains fun and criticism, drama and book reviews, pictures and editorials, something that will appeal to everyone. Is coming t0 you Sor the Next Twelve Months with Christmas Greetings Now is the time to Obey That Impulse The sooner we get your order the more certain that Lire will go forward at the right moment. If requested in the order with the subscription we will send to the recipient a handsome Christmas card. State when the subscription is to begin in sending check to LIFE, 17 West 31st Street, New York. 70 One Year, $5.00. (Canadian, $5.52; Foreign, $6.04. ) comicbooks.com