Life, 1925-12-10 · page 36 of 36
Life — December 10, 1925 — page 36: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a travel advertisement for Bermuda disguised as editorial content in Life magazine. The ornate decorative border and romantic illustration (a beach scene with palm tree) frame promotional text describing Bermuda as an exotic vacation destination. The copy emphasizes year-round mild weather, luxury hotels, and recreational activities (golf, tennis, water sports) to attract wealthy American tourists. The fine print reveals the ad's true nature: it's sponsored by the Bermuda Trade Development Board, a government agency authorized to place this advertisement. This represents early 20th-century "native advertising"—promotional material presented in magazine editorial style rather than as obvious paid advertising. For modern readers, this illustrates how magazines once blended ads with content, and how island tourism marketing targeted affluent leisure travelers in an era when Bermuda was a prestigious destination two days by steamship from New York.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ADPNEAACE NS TAIENC Si 39, LS: SAE ans, a bs) 3 so + 8 Ks, =F Fe) < ADP NS CLAD NG, f Gi_ 8, WAX <42NNs x RLY } Dad eA NAL ENCLA hy yaw: x) < i _— aPa’ a CMid-Ocean “Bermuda The peaks of a submarine mountain emerge from an opalescent sea, transformed, as if by enchantment, into a cluster of sub-tropical islands of alluring loveliness—in mid- ocean, two days south of New York, and six months away in the equable mildness of their unendingsummer! The winter averages are from 60¢ to ‘70°. Bermuda, the all-year play ground, attracts visitors from many lands, for rest, for health, and for ideal golf, tennis, bath- ing, and all water sports. Hotels, boarding places and furnished cottages, all of the best type. Fre- quent steamships—no pass Booklet from Furness Bermuda Line 34 Whitehall Street, The Royal Mail Steam Packet Co., 26 Broadway, New York, any travel agency, o¢ THE BERMUDA TRADE DEVELOPMENT BOARD 250 Park Avenue, New York {A Derermens of the Bermuda Government, which authorized the publication of this advertisement) DEAS NII ZS SADIE ONY comicbooks.com