Life, 1920-07-08 · page 25 of 40
Life — July 8, 1920 — page 25: what you’re looking at
What you’re looking at
This humorous essay satirizes the five-and-ten-cent store (the "dime store," a precursor to modern variety retailers). The author entered seeking only shoelaces but was seduced by the store's deliberate sensory assault—scents, displays, and cheap novelties—into an impulsive spending spree. He purchased a diamond ring imitation, a hammer, perfume, records, jelly beans, Shakespeare volumes, curtain rings, a soap doll, phonograph record, and more—everything *except* the original shoelaces. The satire targets consumer culture and retail psychology: how merchants exploit human weakness for bargains and impulse buying. The store's chaotic inventory and low prices create an "orgy of spending" that derails rational shopping. The two small political cartoons below mock politicians' shifting campaign rhetoric between past and present, paralleling the broader theme of being lured from one's actual purpose by temptation and salesmanship.
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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Fatal Lure of the Whim-Wham WANTED to get some shoe laces. I was in a hurry and in a neighborhood where the purchase of a pair of laces would involve the cumbersome machinery of a mighty store. As I considered the problem, the familiar red front of a national institution assailed my consciousness. Why not? Here was a promise of instantaneous service and the guarantee of a fixed price and a probable selection that would prove highly satisfactory. Consequently, I entered the five-and- ten-cent store. An exhalation of scented soap assailed me, followed by wave on wave of other odors—stale crackers, in- cense, cotton print, shoe polish, 2... The glitter of the jewelry counter caught my eye. The rings were amusing —not shoe laces, surely, but—ah, here was a remarkable imitation of a diamond mar- quise that Doris had craved but yester- day. Awaiting my turn, I purchased the ring. How Doris would laugh! a3 Hammers, and so cheap! I needed a hammer, . . . I bought one, after using it strenuously to attract the atten- . tion of the baroness in charge. “Tell me, pretty maiden, are there any more at home like you?” Up and down the aisles I passed, the trade of a varied world exposed before perfume (I love to see Doris laugh), a peanuts, crash towelling, nails, my eyes. I saw woolen socks and pic- handy map of the city, a bandanna hand- stone, a tin whistle, a watch fe ture frames, sheet music and rubber balls, kerchief, a small phonograph record, a thing but the shoe laces, which for some ouija boards, hat forms, baby dresses, picture puzzle, some jelly beans (a pas- reason I was unable to discover. bolts, glue, camphor balls, nail files, neck- sion retained from childhood), a package Perhaps they were downstairs? Down- laces, sponges, bone buttons, leather soles, of cotton waste and several diminutive stairs I went forthwith. My mood be- ice-cream cones, coat hangers—and pen- volumes of Shakespeare, Thoreau and came one of expansiveness. Still looking cils, I cannot resist pencils. I bought Rudyard Kipling. I plunged myself into for the shoe laces, | bought some curtain several. Why not? They were cheap an orgy of spending—at ten cents the enough. I also bought a phial of horrible orge. I debauched myself with salted a kewpie doll (made of soap), a lace cap, rings for mother, a floating celluloid fish, an address book to hang on the telephone, a Japanese paper weight for Uncle Henry, a set of postal cards to send to Aunt Margaret who was in California, a toy revolver for nobody in particular and a shoe brush. All this took considerable time. I looked at my watch. Heavens! Not a moment to spare, In fact I had several moments to make up. Pursued by the clatter of dishes from the adjacent lunch counter, I rushed back to the ground floor, my pockets bulging, the waste un- der my arm, the celluloid fish rattling against the diamond marquise, the ham- mer thumping upon my hip and the odor of the soap doll trailing behind me. Into the street 1 rushed, passing neck- ties and cigarette holders, earrings, safety matches, compasses, paper flowers, type- writer erasers, thumb tacks, fruit syrup, Chinese tassels and plant bulbs that beckoned to me with a mute and modest OTHER TIMES OTHER MANNERS The Candidate of Former Years: The Candidate of 1920: 1 AM GOING TO FIGHT FOR THIS NOMI- bO NOT WANT THE NOMI ; i NATION, I'LL LICK EVERYBODY ELSE TO VERY RELUCTANT TO BE PRESIDENT, BU appeal. But I had no time for them, A FRAZZLE, I'M THE MAN YOU WANT, IP YOU ABSOLUTELY INSIST 0: AND I WANT THE JOB, AND I'LL FIGHT NATING ME, I SUPPOSE 1 i TILL 1 GET IT “RARKIS IS WILLIN’ Henry William Hanemann, I wanted to get some shoe laces. . . . comicbooks.com