Life, 1923-12-06 · page 27 of 84
Life — December 6, 1923 — page 27: what you’re looking at
What you’re looking at
This page mocks early 20th-century consumer culture and parenting trends through overlapping conversations in a department store. The humor targets: **Consumer absurdity:** A mother won't buy a doll unless it accepts makeup—she's worried her daughter won't play with it otherwise, then anxiously considers whether this reflects her own vanity or maternal influence. **Gendered expectations:** Men ask impractical questions about toys (mileage on a pushmobile). A working-class woman (indicated by dialect spelling) buys a Santa suit without a beard, hoping the beard will "come in handy" later—apparently for her husband to use instead of shaving. **Class commentary:** The dialect-speaking women contrast with wealthier customers, suggesting different consumer sophistication levels. The bottom cartoon shows a wife hinting her bearded husband will be volunteered as a church Santa—a gentle jab at domestic pressure and holiday obligations. Overall, the satire depicts consumerism as increasingly disconnected from actual children's needs, and modern parenting as driven by adult anxieties and fashions rather than sense.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
* LIFE + In the Toy Department Any Big Store, Anywhere. LADY: Will this doll’s face take powder and other cosmetics? No? Then I had better not buy it. (To friend.) My little girl simply won't play with dolls unless she can make their faces up. [ue Frrenp: How original. Tue Lavy (sighing): If I were only sure it was nality and not maternal influence. \ Man: How many miles to the pair of shoes with this pushmobile ? [ue CLerk: That depends entirely on the care taken, sir. rue Man: Hum! As little as that? \ Seconp Lapy: Vould it cost less I should buy this Santy Clauses outfit mitoudt th’ beard? My husband’s got vun by himself. (He CLterK: No, madam. The outfit is sold complete. Tue Seconp Lapy: Vell, I'll take it, anyhow. Mebbe th’ beard comes in handy some time. Tue First Lapy (to friend): Do you suppose if I told Thelma the doll’s complexion was natural—no, the little r is far too intelligent for that. I suppose I might just well get her a vanity case. (To clerk.) Where is the ry department? fue CrerK: Third aisle to your right, madam. A Seconp Man: Say, help me out, will you? I want you to suggest something suitable for a baby (proudly) for a—eh—boy ten months old. Tue CrerK: How about a rattle? Tue Seconp Man: This is an exceptionally bright baby. Tue Crerk: This rattle is not like other rattles. It requires more sense to operate than the ordinary-—— Tue Seconp Man: Oh, I see! All right, I'll take it. Tue First Ma I don’t suppose you can tell me whether this store is planning a sale of boys’ shoes in the near future? Tue Crerk: Directly after the holidays, sir. Tue First Man: I guess I'll take the pushmobile. Tue Seconp Lapy (returning): Vould they allow me anything back on th’ beard if it shouldn't fit? Tue CrerK: I doubt it, madam. Tue Seconp Lapy: Vell then, I think mebbe I better not take th’ Santy Clauses outfit. Somevere else mebbe I could do better. Tue Cierk: Just as you wish, madam. Tue Seconp Lapy: I vish my husband vould shave. Then I vouldn’t have to vorry so much. James K. McGuinness. — UssTe b. GadQE> She: DEAREST, SOMETHING TELLS ME YOU ARE GOING TO BE ASKED TO PLAY SANTA CLAUS IN THE CHILDREN’S FESTIVAL AT THE CHURCH ON CHRISTMAS. EVE. comicbooks.com