Life, 1923-09-06 · page 4 of 40
Life — September 6, 1923 — page 4: what you’re looking at
What you’re looking at
This is primarily a **subscription advertisement** for *Life* magazine, not political satire. The page uses humorous framing to promote subscriptions at 10 issues for $1. The opening section playfully invokes the phrase "Down through the Ages" (a common advertising trope of the era) by referencing the "Dotted Line"—a humorous metaphor for signature lines on historical documents like marriage certificates and divorce decrees. The joke is that signatures on dotted lines have shaped civilization. The advertisement emphasizes *Life's* identity as a weekly satirical magazine featuring drawings, criticism, and commentary on theater, books, and current events. It positions the publication as clever, American, and grounded in "common sense," appealing to readers seeking "cheerful, constructive thought" rather than heavy material.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIFE Think!! (We have to have one of those “Down through the Ages” ads, don’t we?) Down through the ages, from the time when Unk, squat Devonian chieftain, squatted on his fallen enemy and neatly carved his initials above . . . the Dotted Line has carried the signatures of the world! a convenient row of arrow-holes. And now—think how the Dotted Line has woven its speckled way through the fabric of our every- day life! Think of the marriage certificates, the We want you to subscribe to LIFE at our Spe- cial Introductory rate of 10 issues for one dollar. LIFE is a weekly magazine containing dozens of clever drawings by some of the best-known artists in this country. It has also in every issue crit- icisms, reviews and editorials by men and women who are either famous or about to be. Its comment on the theatre, books and other worth-while topics is satirical or kindly—hu- morous or biting, as the case warrants. Special Introductory Offer: divorce decrees, the second-mate licenses—all void and invalid but for a signature along the Dotted Line. But don’t let’s be profound or solemn about the Dotted Line. Why not sign it with an air—a gtace—a fine dramatic flourish? Why not make signing the Dotted Line a delightful and a charming little chore? Like subscribing (see southeast corner of this page) for 10 issues of Life! LIFE is never obvious, never dull or common- place. It is a journal, now as always, of clever, cheerful, constructive thought. LIFE is thoroughly American in viewpoint. It is fair. It is funny. It is full of foolery—but with a hard substratum of common sense. And it is quite simply asking you to spend this dollar because it knows that it will be worth one dollar, and a great deal more, to you, in interest, in cheerfulness, in appreciation. 10 Issues for $1. One Year, $5.00. (Canadian, $ 5.80; Foreign, $6.60.) What is there about a dollar that is so fascinating to you? Materially, it will buy you very little. A frill, a lunch, a few cig- arettes—yes. But one dollar invested in LIFE will bring you 10 weeks of mental contact with some of the cleverest, most interesting people in New York. © Oo Cecccccvecoccosers Obey that Impulse - Sign on the Dotted Line a a e @ © OOOO OOOOH OOOH OOOO COA OOD ONL. rrrrrrcrrccrccrcvcrer sores cccccccscrecsscccese? LIFE, 598 Madison Ave New York, N. Y. Dear Life:—Here’s my dollar. It hasn’t amounted to much. (Canadian, $1.20; Foreign, $1.40) Podeceeccenccccccccces® comicbooks.com