Life, 1920-10-14 · page 26 of 44
Life — October 14, 1920 — page 26: what you’re looking at
What you’re looking at
This page satirizes the early 20th-century golf craze among American and British society. The title announces "open season" for plaid knickerbockers—the distinctive golfing attire that marked one as fashionable and wealthy. The humor targets multiple aspects of golf culture: 1. **Golf as romance-killer**: The newlyweds "Dearie and Sweetie" cannot maintain proper courtship behavior on the course—they abandon restraint at the bunker, reducing romance to a golf distraction. 2. **Consumerism run amok**: Mr. Gottlotts exemplifies the absurdity of golf fashion and equipment obsession. Five instructors have sold him five complete club sets; he now owns "every golf club ever invented, and a few repeaters besides," yet ironically cannot find caddies to carry them. 3. **Class pretension**: The opening historical reference to Scottish kings mocking golf suggests the sport's transformation from leisure into status-symbol consumption. The cartoons mock golf's grip on society—as an activity that distracts from genuine human connection and enables endless commercial exploitation.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
-LIFE- Foozling the Approach LIFE Announces the Open Season for Plaid Knickerbockers material advanced, the game became more generally known in England and the United States. The augmentation of material was foreseen in 1491 by James IV of Scotland, who decreed that “in na place of the realme thair be usit fut-ballis, golf, or uther sic unprofitable sportis.” If James could know what the descendants of his loyal subjects are getting these days for professional services rendered, there would be a severe earthquake in the vicinity of Westminster Abbey. Ge had its original popularity in Scotland. As the price of ITTLE Harry’s mother said Hulda was a gem—and so sheis Little Harry loves to play in the sand. Hulda, who cannot help being practical any more than she can help adoring little H. thought of this idea all by herself, Put her off? We shout say not. Isn't little Harry's father a member in good standing of the club—to sy nothing of being its vice GOLF course is much like that of true love—or vice versa. : > president? With heroic control, Dearie and Sweetie have religiously kept their eyes on the ball for the first four holes. They haven't even held hands—no, not so much as a finger, they haven't. Hole number five, however, includes the loveliest bunker, and— well, what do you expect? Dearie and Sweetie were married only three months ago. Ah, yes, it’s a terrible thing—golf, we mean. nee Wenn me R. GOTTLOTTS (at the left) is suffering from an acute attack of professional advice. Five different instructors have equipped him with five complete sets of sticks. Mr. Gottlotts has an example of every golf club ever invented, and a few repeaters besides. His sartorial finish was perpetrated by an enterprising salesman of a clothing house long established (by the fashion magazines). Having managed to get all the clubs he cares to play with in two moderate-sized caddy bags, Mr. Gottlotts wonders at the sudden dearth of caddies. comicbooks.