Life, 1924-06-05 · page 46 of 48
Life — June 5, 1924 — page 46: what you’re looking at
What you’re looking at
This page is primarily **advertising**, with one satirical piece worth noting: ## "A Word to the Wise" (Center Column) This is a humorous critique of **radio advertising repetition**. The unnamed satirist (A.H.F.) mocks a radio announcer who obsessively repeats the sponsor's name—"The Oatless Oatmeal Orchestra"—multiple times during a broadcast. The joke satirizes the emerging advertising practice of hammering brand names into listeners' heads through constant repetition on radio, a new mass medium of the 1920s. The exaggerated redundancy ("is now about to play," "is what you're listening to," "is playing," "is with us here to-night") demonstrates how annoying and transparent such advertising felt to contemporary audiences. ## Advertisements The remainder features period product ads: Forhan's toothpaste (for pyorrhea/gum disease), Glover's hair treatment, E.Z. garters, Locktite tobacco pouches, and Sousa instruments—typical consumer goods marketed in this era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIFE A danger signal — |tender and bleeding gums EALTHY teeth cannot live in dueased tissue, Gums taunted wih Pyorrhea are dangerously di eased. For mot only are the teeth affecied, but Pyorrhea germs se into the body. lower its vuality anv reg cause many il Pyorrhea begins with tender and bleeding gums. Then the gums re- cede, the teeth deca: and fall out, of must be the synem of the that breed in pockets about t Four out of five people over forty have this disease. But you neednot have it. Visa your dentst often for tech and gum inspec- von. And keep Pyorrhea away by using Forhan's For the Gums. Forhan's For the Gums will prevert Pyorthea—or check its progress — of used in time and used consistently, Ordnary denufrices cannot dothis. Fore Lan's heeps the gums hard and heakhy, the teeth whee and clean. If you have tender or bleeding gums, sart uting it today. If gun-shrinkage has aleeady setin, use Fothan's according to directions, and consult a denist immedy ately for special weatment. $e and 60c tubes in U.S. and Canada. aa. Forman Bp. , FOR THE GUMS They all say GLOVER’S does the Business ver you go you hear men apd women say e's wothing Uke Glovers for Dandruit and Ite wers Imperial Mange Medicine at any good drug store and use exactly as Write for Free Tooklet Mair and ‘Scalp.’ by M. Ciay. Glover, Originator ‘of ihe "Glover “Rtedicines: Made onty by the H. CLAY GLOVER CO., Ine, (Dept. A-2) 127-29 West 241m Street New York City “Treatise on the A Word to the Wise Tue radio announcer, in his bright and chatty way, s, "The Oatless Oatmeal Orchestra is now about to play.” Which he supplements by adding, ere the prelude's fairly through, “The Oatless Oatmeal Orchestra is what you're listening to.” Informal is his manner, a jovial chap he seems. “The Oatless Oatmeal playing ‘Sylvan Dreams.’” Orchestra is Then he mentions, fearing some one did not get his words aright, “The Oatless Oatmeal Orchestra is with us here to-night.” There is vigor in his vocals ‘mid the culminating noise As he "The grand finale by the Oatless Oatmeal boys!” But when the music’s over, his voice is calm, restrained. “By the Oatless Oatmeal you've just been entertained Orchestra “And if you like their playing, address a letter to The Oatless Oatmeal Orchestra, care Station X—Y—Q.” Which makes us feel that some one is willing we should know That the Oatless Oatmeal people are on the radio. A. H. F. Books Received The Catlohans and the Murphys, len Norris (Doubleday, Page) The Valley of Headstrong Men, Fletcher (Doran). Shanks’ Mare, by Charles Coleman (Doran) The Ku Klux Klan, by John Moffatt Mecklin (Harcourt, Brace). Shoking the Dust from Shakespeare, by Harris Jay Griston (Cosmopolis Press), The Confessions of a Prima Donna (Stokes) Mr. Archer, U. S. by RH. Platt, Jr Do Page) + of the Emerald, by arter (Doubleday, Page) The Goslings, by Upton Sinclair (Sinclair, Pasadena, Cal.). Puerto Rico, by Fernandez (Et *Azul Publishing Co.) Gene Stratton To Develop the Ready Wit That Always Sees the Joke! Read LIFE and accustom yourself to prompt appreciation of humor and enjoyment of a jest. Enclosed find One Dol Send LIF Special Offer (Canadian $1.20; Foreign $1.40). for the next ten weeks to 508 Madison Avenue, New York wrnsoor mALLENOCeE ceawrer Ld Try one pair! They’re different No hooks or adjustments to hurt orcome undone. Just a continuous circle of w-i-d-e, soft elastic. That's the E. Z. Garter. Ask for them. Made Solely by The Thos. P. Taylor Co., Bridgeport, Conn.; Origina- tors of the Wide Web Idea. WEZ_ GARTE! Usefs Praise It IARRY tobacco in a Locktite Pouch. Handier than a bulky can. Fits flat in pocket. No buttons or strings. Patent top opens easy, closes tight. Keeps tobacco from filtering out. Buy a Lock- tite and get most pleasure from pipe smoking. $1 and up. At cigar stores and wherever smokers’ articles are sold. Write if dealer cannot supply. tells you the secret of Success in Music tn this Free Book. Send for Your convand detals of "TRIAL, EASY PAYMENTS on soy \\ Conn instrument for band ot orchestra. Ac. Claimed best by world> famous artists. iQ \\ C. G. Conn, Led. 621 — Building diana comicbooks.com