Life, 1924-12-18 · page 33 of 37
Life — December 18, 1924 — page 33: what you’re looking at
What you’re looking at
This page contains two satirical pieces from *Life* magazine's humor section: **"Lutie in the Book Department"** mocks early-20th-century consumer culture and female domesticity. Ma and her daughter Lutie visit a department store seeking books, but their priorities reveal materialism over literacy: Ma cares primarily about how books look as furniture ("they keep lookin' better in a bookcase"), not reading them. The clerk's confusion and the family's detour to price ice-chests first underscore the absurdity—books are decorative status symbols, not intellectual tools. Lutie's mother constantly interrupts with judgments about propriety ("That don't sound nice, Lutie"), highlighting the era's restrictive social expectations for women. **"The Earliest Bird"** and **"Informed"** are brief joke cartoons playing on common expressions. The first subverts "the early bird catches the worm" by showing someone shopping for *next* Christmas in December—extreme early planning. The second mocks the obvious uselessness of information booths. The page also features a Maillard chocolate advertisement.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Lutie in the Book Department Lutte: Here's the books, Ma, if you're goin’ to get some. Ma: Where's the ice-chests, Lutie? Lutie: I guess they’re in the basement; we'll ask this ntleman. (To a clerk who is very busy getting a inter out of his finger.) Ice-chests? Cierk (turning to another clerk): Have we a book illed “Ice-Chests” ? Lutn It ain't a book, it’s the ice-chest department. Cierk: The ice-chests are in the basement. You can take : elevator right over there. Ma: We thought maybe we'd get some books too, Lutie, In't we? Crerk: What kind of books, madam? Standard books? Ma: Yes, we want some that will look well standin’ vund. Lutie: We thought we'd have a bookcase, too, Ma Ma: Do you keep bookcases? Crerk: No, madam, you'd have to go to the furniture partment for that. Ma: Well, Lutie, I guess we'd have to get the bookcase st to see how many books to get. Crerk: These single cases over here might give you an a Ma: Well, now, Lutie, that looks about the size of that ice between the windows where we kind of thought the s would go good, as long as there ain’t no mirror, and ss one of those long mirrors would cost more than the : Well, I'd rather have the books, ‘cause you could id them, and there's a mirror over the mantel when you unt to look. Ma: Well, I guess you won't get much time for readin’. To the clerk.) She's takin’ vocal and piano both and en she ain't to the Op'ra she’s to a matinee. (To Lutic.) ou ain't read those books that you got at the drug store Lutte: I did too! I read “The Black Brassiére.” Ma (aside to Lutie): That don't sound nice, Lutie. Yo the clerk.) She's all for excitement! Lutie: What kind of books do you want, Ma? Ma: Well, Lutie, there's books that’s excitin’ and refined 0, kind of classic but interestin’. What was that book ur Uncle Ernie was always readin’? Perhaps this gen- tleman would know, it was an awful thick book. Curr: “The Three Musketcers”? Ma: Oh, no, it was all in one. Lute: Well, Uncle Ernie would read anythin’, I seen ‘m readin’ a history once. Crerk: We have some very nice sets here greatly re- luced, Dickens, Thackeray —— Lutre: I guess those is the sets Myrtie’s folks has in hat case behind the divan and they ain't never took out. I think you read anythin’ that’s lyin’ ‘round more’n some- tin’ you have to take out. Ma: They keep lookin’ better in a bookcase anyway. Lutie: Well, if you like the looks of those sets, Ma, hy don't you get them? Ma: I don't care about so many red ones, Lutie. Lutte: I think red books is cheerful, but you could have iny colors you like, Ma. Ma: Well, Lutie, I guess we'll go down in the basement. [ain't a-goin’ to get any books till I see how much the ice- hests costs. Beatrice Herford Informed “Wat were you doing at the Information Booth?" “I wanted to find out something.” “You can’t find out anything at an Information Booth.” “That's what I found out.” HOLIDAY GIFTS Chocolates - Bonbons French Bonbonnieres Novelties - Favors Madison Avenue at 47th Street NEW YORK Michigan at Jackson CHICAGO Luncheon Tea THE EARLIEST BIRD Floorwalker: You're TOO LATE, SIR; WE CLOSE AT MIDNIGHT. YOU SHOULD pO YOUR CHRISTMAS SHOPPING EARLY, Customer: BUT 1 am DOING IT EARLY, I'M SHOP- PING FOR NEXT CHRISTMAS, comicbooks.com