Life, 1920-12-09 · page 42 of 44
Life — December 9, 1920 — page 42: what you’re looking at
What you’re looking at
This is primarily a **product advertisement**, not political satire. Life magazine is promoting its 1921 calendar line—five different themed calendars priced at $1.25–$2.00 each. The left side shows the Boy Scout Calendar cover featuring a scoutmaster with a trumpet and young scouts, illustrating the calendars' appeal as decorative art suitable for American homes. The "Word to the Wise" section employs gentle persuasion typical of 1920s advertising: calendars are positioned as established, valued items; limited editions create urgency to order immediately; they're framed as superior holiday gifts (second only to a Life subscription itself); and the final line humorously commands readers to "Obey That Impulse now." The page reflects post-WWI consumer culture and Life's established reputation for combining quality illustration with commercial products.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIFE’S Calendars for 1921 are now ready. Here is the list: LIFE’S Boy Scout Calendar $1.25 each (6 pictures in color) LIFE’S Dog Calendar , $1.25 (6 pictures in color) LIFE’S Vanity Calendar $1.25 (6 pictures in color) LIFE’S Society Calendar $1.25 (6 pictures in color) LIFE’S Illustrated Calendar $2.00 (12 pictures in color) These Calendars sent anywhere in the United States on receipt This is a reproduction (reduced) of one of of price. See coupon below. the five different styles of LIFES Calendars for 1921, all handsomely printed in colors. See list opposite. A Word to the Wise Remember that owing to the high cost of all mate- tials only limited editions of these Calendars are printed and therefore it is essential to place your * order at once. Fill Second: Remember that LiFe’s Calendars are no new Please thing. They are now firmly established as works of art, beauty and usefulness in an increasingly large number of Ameri homes where they have met with universal satisfaction, Every year they grow better. This Coupon out remit the proper amou for the Calendars you : Third: They are unique and serve a practical need. LiFe, 17 West 31st St., New Y Asa holiday gift they are second to only one other Send me the following Calends thing—a year’s subscription to LIFE itself. as indicated above. Fourth: Obey That Impulse now (See Coupon). ¥ PETER J. CAREY & SONS, INC., PRINTERS comicbooks.com