Life, 1922-07-27 · page 35 of 36
Life — July 27, 1922 — page 35: what you’re looking at
What you’re looking at
This is not a cartoon but an **advertisement for advertising itself**—a meta-promotional piece by *Life* magazine's advertising department. The piece argues that reading advertisements constitutes genuine "economy" (frugal spending), not just saving money. It makes several claims: that advertised products are trustworthy (manufacturers wouldn't risk their reputation), that ads function as "news from the business world," and that they help consumers make smarter purchases and live better. For a modern reader, this reveals **early 20th-century advertising philosophy**—a time when the advertising industry was still justifying its own existence and legitimacy to the public. Today's readers would likely find the argument circular and naive: the piece essentially says "trust ads because companies wouldn't advertise bad products," without acknowledging that persuasion itself is the advertiser's goal, separate from product quality. The signature "Gee. Bee. Are." (pronounced "G.B.R.") adds a whimsical touch, while the contact information positions this as official *Life* magazine messaging.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Now—as to economy z CONOMY is not only a matter of saving. It consists also of spending money to best ad- vantage. You can often add materially to the effectiveness of your purchases by reading the advertisements in this publication. Advertising identifies goods of unquestioned value. When a manufacturer puts his name on a product and tells you about it, you may rest assured that itis worth while. It does not pay to advertise merchandise that is not sound. The comebacks are too costly. Make a practice of reading advertisements. Read them as news from the business world, pub- lished for your benefit. Sometimes, they keep you from making an un- wise purchase by pointing out just why one article suits your needs better than another. 4 step toward real economy! Often, they help you live better and dress better and make more of your income in every way. Also, real economy. And you will find that they frequently save you money. Economy, certainly Gee. Bee. Are. LIFE’S Advertising Manager, Madison Avenue, No. 598, New York B. F. Provandie, Western Manager, Marquette Bldg., 1537, Chicago comicbooks.com