Life — June 30, 1921 — page 35: what you’re looking at

What you’re looking at

This is not a cartoon but rather a **full-page advertisement or editorial** promoting the value of advertising itself—a meta-advertisement appearing in *Life* magazine. The piece uses the phrase "Beauty Is Only Skin Deep" to argue against superficial marketing. It contrasts a "gold brick" (a con or fraudulent product with only attractive appearance) with legitimate merchandise backed by reputable manufacturers' names. The central argument: **only makers of genuinely worthy goods can afford sustained advertising** in quality publications. Therefore, readers should trust advertisements as a reliable guide—advertisers and publishers mutually benefit from maintaining credibility, creating alignment between consumer and advertiser interests. The satire appears gentle and self-serving: *Life* essentially tells readers that reading advertisements regularly is in their interest because the economic incentives naturally ensure only good products are advertised. This reflects early-20th-century advertising philosophy that positioned ads as consumer guidance rather than manipulation. The piece serves *Life's* business interests by legitimizing advertising as trustworthy editorial content.