Life, 1922-12-14 · page 35 of 36
Life — December 14, 1922 — page 35: what you’re looking at
What you’re looking at
This is a **subscription advertisement**, not political satire. It promotes *Life* magazine as a gift by invoking Machiavelli's famous principle: spreading benefits to others while keeping enemies at a distance. The ad uses a humorous premise: a man sent poisoned cigars to his enemy, who died, while simultaneously gifting *Life* magazine to a friend, who thrived. The joke contrasts harmful and beneficial gifts. The copy argues *Life* subscriptions are superior Christmas gifts because the magazine arrives **weekly** (versus Christmas's once-yearly occurrence), providing year-round entertainment. It humorously claims the subscription protects recipients against various misfortunes: spring fever, summer visitors, automobile accidents, and theatrical scandals. The cherub illustration represents innocent friendship. The coupon at bottom allows readers to send subscriptions to friends or relatives, with a decorative card announcing the gift. This is straightforward **magazine marketing** dressed in clever wordplay—no political reference or hidden satire intended.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
SFR k Be SiGe ki an w ats Life for a friend means a friend for Life UMP your unpleasantness,” said Machiavelli, “but spread out your benefits.” Where- =) upon he sent an enemy a box and is fifty-two degrees warmer in his or her friend’s heart than the average giver. of poisonous oa. cigars and represents a twelvemonth aggregate of dispatched to a dear friend a year’s the best in humor. It secures all the subscription to LIFE. Mac knew what he was talking about. His en- emy perished on the third imperfecto while his friend prospered from the first copy of LIFE and blessed Machiavelli’s name each time LIFE was left at the door. He who gives quick- ly gives twice. But the per- son who gives LIFE gives twice and fifty times again, Christmas comes but once a year LIFE comes once a week. —Darwin. OBEY THAT FRIENDLY IMPULSE I enclose §......for......subscrip- tions to Lire to be sent in my LIFE, 598 Madison Ave., New York A year’s subscription to LI FE super-extraordinary Special numbers and positively guards against Spring fever, Sum- mer visitors, Autumnobile accidents and the perils of the Winter Garden. Don’t let an old-timer like Machiavelli get ahead of you. Fill out the attached coupon and we will send your friend, or friends, or relatives, a handsome card, reproduced in color, telling them that you have done it. Please send Lire Please send Lire for one year to for one year to One Year, $5.00 (Canadian, $5.80; Foreign,$6.60) comicbooks.com