Life, 1922-10-26 · page 35 of 36
Life — October 26, 1922 — page 35: what you’re looking at
What you’re looking at
This is a subscription advertisement for *Life*, the American satirical weekly magazine. The page uses humor to encourage subscriptions at $1 for 10 issues—positioning signing the dotted line as quintessentially American, comparing it to other life milestones (marriage licenses, tax forms, birth certificates). The satire mocks the ubiquity of bureaucratic dotted lines in American life while promoting *Life*'s content: theater criticism, book reviews, humorous and satirical articles about men, women, and current affairs. The advertisement emphasizes that *Life* employs top-tier artists and writers and maintains "uncompromisingly American" standards. The coupon at right invites readers to complete the transaction—ironically, by signing yet another dotted line. Special issues (Thanksgiving, Christmas, 40th Anniversary) are offered as incentives. The tone throughout is self-aware and playful about advertising itself while celebrating American consumer culture and literary sophistication.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Follow the Dotted Line! It’s a national institution! It’s as American as pie-plant, Pullman car, and the pleasant art of playing poker. 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! OneYear,$5.00. (Canadian,$5.80; Foreign,$6.60.) LIFE is the keenest, cleverest weekly in America. It’s widely read, quoted everywhere, and an enormous 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 uncom- promisingly American. Subscribe now And why not? 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 remarks about men and affairs in general are timely . . . in good taste . . . and contain enough smiles to last through the darkest week in the calendar. 10 Issues—$1 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 10 issues of LIFE if you will sign the coupon, inclose a dollar, and mail them to us. Obey That Impulse If you subscribe at once the following special issues will be included— The Thanksgiving Issue — Nov. 2 The Christmas Annual (25c) —Dec. 7 The Fortieth Anniversary Number—Jan. 4 ee cccccccceccccesecee Sign on the dotted 'ne POC er eeercescerccsecsccesecaseenegasesee LIFE, 598 Madison Avenue New York, N. Y. Dear Life:—Here’s my dollar. It hasn't amounted to much. (Canadian, $1.20; Foreign, $1.40) sceerecgcesoveccos sess comicbooks.com