Life, 1923-03-01 · page 27 of 36
Life — March 1, 1923 — page 27: what you’re looking at
What you’re looking at
This page mixes poetry, satire, and advertising from what appears to be the early 1920s Prohibition era. **The Satire ("As It Will Be in 1943"):** The left column mocks escalating Prohibition demands. It traces a progression: 1883 advocates wanted state-wide bans; 1913 prohibitionists demanded national laws; 1923 reformers admit one nation alone can't enforce it; the joke concludes that by 1943, prohibition will require "inter-planetary" enforcement since nature itself produces fermentable materials. This satirizes the absurd futility of Prohibition—each failed level of restriction only led advocates to demand the next, more sweeping level. **The Advertisement:** The dominant right side advertises Clicquot Club Ginger Ale. The irony is unmistakable: while the satire attacks Prohibition's impossibility, the ad for a soft drink occupies the page. The cherubic baby mascot and emphatic copy appear to be promoting ginger ale as a wholesome alternative during Prohibition, though the juxtaposition itself becomes part of the commentary on the era's contradictions.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
An Idyll of the Yosemite “ P! Up!” we cried; the dawn U dew-diamonded Came singing down the valley cheer “Up! Up!” we cried, and took the path which led Up the dread wall of the Yosemite. The vast sequoia and the sugar-pine Dwindled to scrub-oak and cleft- hunting thorn, And so we came to Earth’s tremen- dous_ shrine, E] Capitan, triumphant in the morn. We saw the stream from springs of Heaven flowing, Casting itself to Earth with a glad ery; Far, far below, the water-mists were blowing ; r, far below, we saw an eagle fly. saw the valley winding like a ke e thousand dreadful feet be- low us, sheer; We threw banana-peels in Mirror Lake, \nd empty bottles in the Maiden’s Tear. M. B. As It Will Be in 1943 PROHIBITION orator in 1883: “Lo- cal option for prohibition of the liq- uor traffic is a failure. We must have a state-wide prohibitory law, and then the state will be made bone- dry \nti-Saloon League in 1913: “State Prohibition has failed because liquor is shipped into dry territory irom the wet states. We must have national Prohibition, so that the Fed- eral Government will make liquor selling impossible.” Ernest H. Cherrington, Secretary of World League Against Alcohol- ism, January 2nd, 1923: “It is prac- tic impossible to procure absolute Prohibition for one nation without the co-operation of the other nations.” Kemal IT, Sultan of Turkey, Head of Dry League of Nations, 1943: “World-wide Prohibition has failed because moisture and sunshine con- tinue to produce fruits and grains from which alcoholig beverages can easily be made by anyone desiring them. We must have inter-plane- tary prohibition of all natural laws that grow materials from which al- cohol is derived.” W.G. _ THis Weer’s Fasie: Once ‘upon time there was a woman. F ILL your glass with sparkling Clicquot. See the golden bubbles; get the ginger-laden fra- grance. And then—best of all— taste it. A friendly taste if ever there was one. Spicy, live, good. You'll like Clicquot Club Ginger Ale—everybody does. It’s a popular drink. It pleases all sorts of people at all sorts of times. They all like it. And you couldn’t have a purer drink. Cool water rising from deep springs, real Jamaica ginger, the finest fruit flavors and cane sugar— that’s what Clicquot’s made of. That’s why it can be blended so well—the happy blend which explains just why they all like it. There are other Clicquot Club beverages that are popular too— Clicquot Club Sarsaparilla, Birch Beer, and Root Beer. Try them all. You'll like every one. THE CLICQUOT CLUB COMPANY, Millis, Mass., U. S. A. VLrornounced Hdee Ko Gree GINGER ALE Gdocaror comicbooks.com