Life, 1925-11-05 · page 19 of 50
Life — November 5, 1925 — page 19: what you’re looking at
What you’re looking at
This sketch satirizes the absurdity of literary advertising and bookstore commerce in the early 20th century. A man (Henry) enters a bookstore seeking "the best novel of the twentieth century" based on a newspaper advertisement he saw weeks earlier. The joke exposes how bookstores and publishers make contradictory claims: different clerks and the manager each insist *their* current stock represents the best novel—"The She-Woman," "Juniper Julia," etc.—with no consistency week to week. The satire mocks both aggressive advertising that makes unprovable superlative claims and the gullibility of consumers who believe them. When Henry logically suggests they simply try multiple books to find one you "cannot lay down," the manager suspects he's being mocked. His companion Sue abandons the search entirely for candy—a jab at the futility of the enterprise. The humor targets commercial hype and the impossibility of objectively ranking literature.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“WHAT WAS THE NAME OF THE HOTEL YOU STOPPED AT IN DENVER, DEAR?” “on, I CAN’T REMEMBER THE NAME, HES®Y (entering a bookstore with Her on his arm and visibly be- wildered by the array of shelves): 1 want a book for the lady. Cuerk: Yes, sir, Anything in par- ticular? Henry: Why, I saw your ad in the paper a couple weeks ago. It men- tioned something as the best novel of the twentieth century. I guess T'll take that. Crerk (hopefully) : remember its name? Henry: No; I thought you'd know it. It was called the best novel of... Crerk (stalling for time): I'l ask the other salesman. (He con- sults with the second clerk.) MAanacer (arriving on scene): Are you being served? Henry: Why, I guess so. I asked that man for the best novel of the twentieth century. Manacer: Nonsense. One can't pick the best. Who says so? Henry: Your advertisement said so the other week. You don't ‘*Buy Her a Book"’ Manacer: H'm. we'll find it for you. Well...of course, Mr. Jones! Mr. Smith! (The clerks come up.) Surely you can give this gentleman the best novel of the century! Smitu: Of course. It's “The She- Woman,” gripping, vital, real, the finest novel since “Paradise Lost.” JUST A SECOND AND I'LL LOOK THROUGH MY Manacer: No, That's this week's best. Joxes: Maybe it the sweetest Sweet Home.” MANacer only last week, Henry (helpfully): The ad said it was the greatest novel of. Manacer: Yes, yes. What else did it say? Hesxry: Why...oh, yes! It said that once taken up, it cannot be laid down until every page is read. Perhaps we could take up a few books and try them out? MANacer (suspiciously) : are you trying to kid us? Sue (suddenly): Never mind, Henry. I think I'd rather have a box of candy, anywa (Tie Door Stams.) W. L. Werner. SECRETARY of State is a man who has to be careful with whom he shakes hands across the sea. no, “Juniper Ju romance since “Home, 0, no, That came out Say, comicbooks.com