Life, 1923-03-22 · page 35 of 36
Life — March 22, 1923 — page 35: what you’re looking at
What you’re looking at
This is primarily a subscription advertisement for *Life* magazine, the American humor publication. The page exploits the coincidence that Easter falls on April 1st (April Fools' Day) in the year of publication. The cartoon features a playful Easter Bunny and cherub flanking promotional text. *Life* announces a special Easter issue with covers by famous illustrators Maxfield Parrish and (likely) Charles Dana Gibson, priced at fifteen cents. The main pitch offers a 10-week trial subscription for just one dollar—presented as an irresistible bargain. The copy uses humor typical of the era ("giggle," "bon mots"), appealing to readers' desire for weekly laughs during spring. The phrase "Don't be April Foolish—Obey that Impulse!" plays on the April Fools' context, framing subscription as the sensible choice rather than a fool's errand. This reflects *Life*'s status as a prestigious humor magazine in the early-to-mid twentieth century.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
y OO) a DZ, 7 LET EASTER & : EGG YOU ON— o This year Easter comes on April 1st—the humorists’ national holiday. Wouldn’t you know LIFE would get out a Special Number in honor of this happy coincidence? It will have a cover by Maxfield Parrish and among the Easter bon- nets and bon mots inside will be a double page in color by Gibson. Out next Tuesday—reserve your copy now, and assure yourself of a Happy Easter. Fifteen cents—so much for that. But how about the rest of the year? The next 10 weeks for instance? What cheer, if any? Don’t be April Foolish We suggest you take a 10 weeks’ trial subscription to LIFE and start your spring laughing early. A new crop of giggles every weex for 70 days. The greatest giggle is the cost—One (1) dollar ($), on the pre-payment plan, and you get all the joy of clipping the coupon, too. There is the coupon, in the corner. Where’s your pen, bill and enve- Te’s no laugh- —Obey that Impulse! , iv” og tse 1)y\ send away a dollar Wp" (Canadian, $1.20; For- 17 — eign, $1.40), unless you can prove otherwise in 10 weeks. e \y tod proof to Life ~ 598 MADISON AVE. NEW YORK LIFE, 598 Madison Avenue, New York One Year, $5.00 (Canadian, $5.80; Foreign, $6.60) comicbooks.com