Life, 1923-04-19 · page 34 of 36
Life — April 19, 1923 — page 34: what you’re looking at
What you’re looking at
This brief story satirizes how American businesses adopted pretentious, Latinized terminology to rebrand themselves and appear more sophisticated. A man returns to his hometown after twenty years to find that familiar, plainly-named establishments have renamed themselves with inflated language: "Schultz's Restaurant" became "Schultz's Rotisserie," the barber shop is now a "Tonsorial Parlor," and the dentist practices as an "Oral Surgeon." The joke targets the era's commercial culture—likely the 1920s based on the magazine's context—where businesses believed foreign or technical terminology enhanced their status and appeal. The man's disappointment that even "Doc Richards" has succumbed to this trend underscores the satire: genuine local character has been sacrificed to fashionable jargon. The Latin title "Tempora Mutantur" ("Times Change") reinforces the irony that while everything appears different linguistically, nothing substantive has actually changed.
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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
If you have been planning to go to Europe, send the information blank below today. Learn how economi- cally you can make the trip this year. You will be given full in- formation about the Government ships, which are operated by the United States Lines between New York and Europe. In every class, they are among the finest afloat. Make Your Plans Now Plan to avoid the general rush and high prices during June and July. Few peo- le know the indescribable charm” of Europe in full Summer—in August and September—or in early Spring—in April and May. The next sailings of first- class ships will be— President Harding-May 12 George Washington-May 19 President Roosevelt-May26 In addition to, this, one of the famous cabin ships sails each Wednesday from New York. Write Today For— A Booklet of suggested tours, rangin from $495 v Sor a six weeks* pies information about the chief events in Europe in Spring and Summer; a handsomely illustrated booklet showing exteriors and photographs of interiors of U.S. Government ships; full infor- mation about sailings, accommodations and rates. SendThis BlankToday INFORMATION BLANK Infor US: Shipping Board | lormatign Seotiea v fashington, D.C, Please send without obligation the Booklet giving travel facts and also informati garding U. S. Government ships. I am considering atripto Europe L), to Orient O), to South America(). If I go date will be about____ Name eee Address __ For information in regard to sailings, address United States Lines 45 Broadway New York City Agencies in Principal Cities Managing Operators for U. S. SHIPPING BOARD * LIFE: Tempora Mutantur He had been away from home for twenty years. As he stepped off the train and walked up Main Street the old town seemed pretty much the same; the same old names, the same old places. Yet there was something strange about it all. Sud- denly he realized what it was. There was Schultz’s Restaurant across the street, but the big, new electric sign in front of the door now read “Schultz’s Rotisserie.” He looked for Tom Williams’ Real Es- tate Office next door. Alas, it was now “Thomas Williams, Realtor.” Sadly he continued his walk. Graves the Undertaker called himself “Eph- raim Graves, Mortician”; Fishbein the Tailor was “A. Fishbein, Sartor- ial Artist”; and Tony Lupo, the bar- ber? The sign now read, “Tony Lu- po’s Tonsorial Parlor.” “All are gone, the old familiar places,” he murmured sadly. “I’ll go and visit Doc Richards the dentist. I'll bet he hasn’t changed.” But, even as he spoke, he saw a sign which read, “Dr. T. M. Rich- ards, Oral Surgeon.” Books Received Calumet “K,” by Samuel Merwin and Henry Kitchell Webster (Macmillan). As I Was Saying, by Burges (Macmillan). The Jack Lafaience Book, by J. J. McLoughlin (The American Ptg. Co.). The Nineteen Hundreds, by Horace Wynd- ham (Seltzer). Book The Honesty Bureau). The Poetr: Z. Edwin Arlington Robinson, by Lloyd Morris (Doran). Singles and Doubles, by W. T. Tilden, 2nd (Doran). The Goose-Step, by Upton Sinclair (Sinclair, Pasadena, Cal.). The Barge’ of Haunted Lives, by J. Aubrey Tyson (Macmillan). Little Life Stories, by Sir Harry Johnston (Macmillan). From McKinley to Harding, by H. H. Kohl- saat (Scribner). Four of a Kind, by J. P. Marquand (Scrib- ner). Ponjola, by Cynthia Stockley (Putnam). The Barb, by William J. McNally (Putnam). Fighting Blood, by H.C. Witwer (Putnam). Scissors, by Cecil Roberts (Stokes). So There! by F. P. (Doubleday, Page). ‘A Daughter of Adam, by Corra’ Harris (Doran), My Two Countries, by Lady Astor (Double- day, Page). A Handbook of Cookery for a Small House, by Jessie Conrad (Doubleday, Page). Wisdom’s Daughter, by H. Rider-Haggard (Doubleday, Page). The Book- of Building and Interior Decorat- ing, by Reginald T. Townsend (Doubleday, Page). The Lucky Number, by Ian Hay (Houghton Mifflin): (Boni & Demian, by Liveright). The Secret of Woman, by Helen Jerome (Boni & Liveright). . | Murdo, by Konrad Bercovici (Boni & Liveright). ; Three to Make Ready, by Louise Ayres Garnett (Doran). Ten Minutes by the Clock, by Alice C. D. Riley (Doran). - ; Plays, by Jacinto Benavente (Scribner). Career, by’ Dorothy Kennard (Century). The House on Smith Square, by the Author of The House on Charles Street (Duffield). Johnson (National Honesty Hermann Hesse Title Contest starts next week. $1000.00 in prizes. Win one of them. 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