Life, 1923-01-04 · page 40 of 44
Life — January 4, 1923 — page 40: what you’re looking at
What you’re looking at
This satirical piece mocks the emerging trend of small American towns aggressively marketing themselves to automobile tourists in the early 20th century. The article describes towns replacing old "keep out" warnings with elaborate, saccharine welcomes—quaint signboards, historical plaques about invented local figures ("Samuel T. Pretzel, inventor of Holeproof Macaroni"), and contrived "Ye Olde" establishments designed to charm motorists into stopping and spending money. The satire targets both the towns' transparent commercialism and their cloying, inauthentic nostalgia. Phrases like "fairly gobbled" suggest the motorist is being consumed by relentless hospitality. The article implies this calculated friendliness is actually exhausting and off-putting to travelers—even "a Rolls-Royce, with that polished repression which characterizes all Britishers," has its limits. The humor lies in exposing the performative nature of rural tourism marketing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Unlock the best thats in you Life is quicker, more exuberant, more healthful in Tucson, Arizona, Warm sunshine, ciear skies, dry, invigorating air unlock new energy and vitality, No snow, ice, or cold chains up the best that’s in you. Flowers are Blooming Zinnias, chrysanthemums, and roses are blooming now. Pink-cheeked children play out of doors. Golf, hunting, motoring, horseback-riding, huxing are every day sports in Tucson, A golden procession of sunny days, with little rain, no fog or wind, make just living ‘uxurious, The mean monthly temperature from Octo- ber to May never exceeds 72°, nor falls below 49°. " Good Hotels—Reasonable Rents ‘A modest income commands every pleasure and comfort in Tucson. Furnished cottages rent from $40 and up per month. Town and country clubs are open to visitors. Twenty-five thousand hospitable citizens invite you to enjoy the sunshine-climate. 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O young New Year, fresh with the thrill of spring— Leave me the ways that were my comforting ! LS. » LIFE - Township Ahoy! ONE are the days when the stranger motorist was grumped at by the townlets he traversed. The posted warning from the Selectmen that once baldly threatened him is now, if it survives at all, but a pret- ty inscription in quaint lettering on a pleasant tavern-like signboard of cheer. The suggestion about moder- ating one’s speed is just a well- groomed Old English hint. Even the “Slow Down” notice heralding a school is really an invitation to pause and view the new educational build- ing in its landscape-gardened set- ting. Such hospitality! “Welcome to Quagmere, the Suburb Beautiful.” “This is Sparrowhurst, the Town of Nestling Homes.” “Gumfret Bids You Greeting.” And all in the most refined letters of introduction. Even before one really arrives, the hand of fellowship wields its paint brush.. “You are now approaching Duston, birthplace of Samuel T. 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