Life, 1923-09-27 · page 31 of 36
Life — September 27, 1923 — page 31: what you’re looking at
What you’re looking at
This page combines editorial travel commentary with cigarette advertising. **Left side:** A Milano pipe advertisement and travel notes mocking American tourists in Italy. The text humorously describes how tourists' preconceptions—shaped by bad hotel experiences or eating pasta—distort their perception of Italian landmarks, which then appear ugly or mundane. It's satirizing American provincialism abroad. **Center:** A brief joke titled "The Danger Signal" about an efficiency expert who tells his boss he has too much work—ironic commentary on how efficiency experts often create more problems. **Right side:** A Lucky Strike cigarette advertisement claiming their "toasted process" represents business efficiency and quality. The ad argues that adding 45 minutes to production cost (toasting tobacco) preserves flavor better than saving time—a marketing appeal to successful businessmen valuing quality over shortcuts. The page is primarily **advertising-driven**, with satirical content secondary.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
tis de $, at SI “There is somethi ng fine about it 320andup = Wo. DEMUTH. it the better moke shops NEW YORK mo, and recording his impressions nthe form of Travel Notes, in which w weeks ago he scolded an English- who spent the entire journey to va worrying about the S* hotel mmmodations. — The shman right. A good hotel is a condi- precedent to the full enjoyment ny Italian town. seauty even in Italy is subjective rests principally in the eye of beholder. Hence, if that eye be idiced by a luncheon of half- ked pasta al sugo washed down by ping Chianti, the tower of the a municipio, which, according to vells, looks more like a flight than »ver, will look more like a square tory chimney than either. It is im- tant to eat the proper food in Italy. crries eaten raw in Rome will ke the principal point of interest an American tourist not the rum or the Coliseum, but the glo-American Drug Store in the izza di Spagna. Frutta di Mére an hors d’ceuvre in Naples will ivert any tourist into a permanent sident of Italy, unless, of course, his rlations will pay for the transporta- 1 of his remains to the family trying plot at home. The Danger Signal ‘How do you like your efficiency expert?” Fine! He says I have too much work to do.” All successful men use the toasted process in their business! T® EY call it Efficiency. But it amounts to the same thing. Because, stripped of its purely technical significance, the toasted process is efficiency by another name. It represents the last ounce of effort which, in all the produc- tions of men, distinguishes the iso- lated examples of quality. Toasting the tobaccos in LUCKY STRIKE CIGARETTES adds 45 minutes to the cost of production, but it seals in the flavor. And we would rather save the flavor than the time. Z. Gu eed ty nA CHANGE TO THE BRAND THAT NEVER CHANGES STRIKE ITS TOASTED comicbooks.com