Life, 1924-02-28 · page 35 of 36
Life — February 28, 1924 — page 35: what you’re looking at
What you’re looking at
This is a subscription advertisement for *Life* magazine, not a political cartoon. The illustrated character—a cheerful, anthropomorphic figure wearing a hat and holding a *Life* magazine—is the magazine's mascot or personification, designed to charm readers into subscribing. The humor relies on playful language: the letter addresses readers as "Dear Sir or Madam, or vice versa" (a casual joke about gender), and uses phrases like "Obey That Impulse and Coupon" and "you can be disappointed in love, or the effect of raisins in ginger ale, but never in Life"—suggesting the magazine is more reliable than romance or dubious digestive remedies. The pitch promotes upcoming themed issues (St. Patrick's, Easter, Baseball) and mentions arrangements with the U.S. Treasury and Post Office to deliver *Life* regularly for one dollar over ten weeks. This was a standard subscription solicitation typical of early 20th-century magazine marketing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
By Way of Introduction If this method of introducing may be said to weigh anything at all Dear Sir oR MADAM, OR VICE VERSA — We'd like to acquaint you with some of the many special issues of Lire which will soon be visitors in your neighborhood. Reading from top to bottom they are * THE ST. PATRICK'S NUMBER THE BIG BUSINESS NUMBER THE EASTER NUMBER THE BASEBALL NUMBER They all have bright, cheerful, entertaining make-ups, and we know you will be glad to welcome them into your home, especially if your children are old enough to read. In fact we are so sure of their welcome that we have arranged with the U.S. Treasury and Post Office Departments to make Lire a regular caller upon you over a span of ten weeks, for the small sum of One Dollar Simply Obey that Impulse and Coupon, and leave the rest to us. You won't regret it; you can be disappointed in love, or the effect of raisins in ginger ale, but never in Lire Any attention you can give to this matter will be deeply appreciated by us—but even more so by you. —LIFE Pooooeooo ooo LIFE, 598 Madison Avenue New York City Obey That Impulse : ' ' 1 mC \ 2 ) abroad. & Coupone \ ($1.20 in Canada: $1.40 abroad.) 1 ' 1 ' ' Glad to meet you any time; how about the next 10 Allow me to introduc elf and my old fri One year, $5.00 (Canadian, $5.80; Foreign, $6.60) comicbooks.com