Life, 1922-09-21 · page 35 of 36
Life — September 21, 1922 — page 35: what you’re looking at
What you’re looking at
This is a subscription recruitment ad for *Life* magazine, disguised as military satire. The cartoon shows a child soldier with bayonet, playfully evoking WWI imagery. The ad targets bored, unhappy readers ("the Army of the Unenjoyed") by framing a magazine subscription as an amusing military enlistment. It promises escape from "General Despondency" through humor and satire—*Life's* core product. References to "Pegasus Cavalry" and "America's Amusers" emphasize the magazine's comedic mission. The bottom section is a mock official form treating subscription as a military application, complete with serious instructions ("Don't lose it"). This blends playful military tropes with the actual business of selling subscriptions ($1 for 10 weeks). For modern readers: this reflects *Life's* self-brand as a humor magazine offering intellectual escape during what appears to be the WWI era, using popular military imagery as an organizing metaphor for readership recruitment.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Re Halt! Who Goes There? Are you one of the great Army of the Unen- joyed? Do people think that the greatest bores used in artillery have nothing on you? NAP OUT OF IT! Desert old General Despondency to- day and sign up for a 10 weeks’ enlistment with the Headquarters Staff of LIFE. See the world of humor— special drills by the Pegasus Cavalry —no fatigue duty. ‘ok oe Sign the attached application blank now, and forward it at once for a front-rank position with America’s Amusers. Countersign: SUBJECT: To special rates. “ TO: Commanding Officer, LIFE GUARDS BARRACKS Obey That 598 Madison Ave., New York City. 1. Attention is invited to the fact that I wish to subscribe to LIFE for 10 weeks for $1. (Add 20c for Canadian, 40c for Foreign service.) 2. Tenclose the dollar. 3. Don’t lose it. comicbooks.com