Life, 1921-06-23 · page 35 of 36
Life — June 23, 1921 — page 35: what you’re looking at
What you’re looking at
This is primarily a **subscription advertisement** for *Life* magazine, not a political cartoon. The humor exploits a relatable American experience: signing dotted lines for life's major events—marriage licenses, tax forms, birth certificates, property deeds. The satire works by positioning *Life* magazine subscription as another inevitable "dotted line" Americans must sign, part of the natural bureaucratic rhythms of citizenship and adulthood. The accompanying coupon reinforces this by presenting subscription as an impulsive, routine obligation. The ad's appeal emphasizes *Life's* editorial quality—its artists, writers, theater criticism, and "uncompromisingly American" editorial stance—justifying the dollar cost as entertainment value during uncertain economic times (the reference to dollars' diminished purchasing power suggests economic hardship, possibly the Depression era). The cartoon figure holding the "Life" banner appears to personify the magazine itself, encouraging readers to "obey that impulse" and sign on the dotted line.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Dotted Line! It’s a national institution! It’s as American as pie-plant, Pullman cars, and the pleasant art of playing golf. You signed your marriage license, your income tax report—after somebody found the place for you—your enlistment papers, your deed to the south forty . . . where? On the dotted line. And remember when little Jasper came, how the doctor filled in “Son” on the certificate, and signed his name with a flourish where? Why, on that dotted line. It's nothing new. You've done it before. There are some dotted lines down below. Sign them all for a new three months’ lease on Life LIFE is the keenest, cleverest weekly in America. It's widely read, quoted"every- where, and an ¢ 1ous number of people buy it. Do you know why It's because the men and women who draw and write for LIFE are among the best known artists and writers in the country It’s because LIFE’S editorials are always uncompromisingly American. Because its theatrical criticisms and book reviews are brilliant, informative, and—fair. And because its humorous and satirical articles, its funny bits of'life, its varied re- marks about men and allairs in general are timely. . in good taste and contain enough smiles to last through the Carkest week in the calendar Subscribe now 12 Issues—$l And why not? What's a dollar nowadays? It won't even take you to a good play—it won't get you a pleasant snarl from the head waiter—it won't even buy you immunity from a cabaret flower pest. But—it will buy you 3 months—12 issues—of LIFE if you will sign the coupon, inclose a dollar, and mail them to us. Obey That Impulse ‘ 3 Sign on the dotted line Lire, 19 West 31st St., New York, N. Y. Dear Lire: Here's my dollar. It hasn't: amounted to much, PETER J. CAREY & SONS, ING., PRINTERS comicbooks.com