Life, 1925-12-25 · page 27 of 37
Life — December 25, 1925 — page 27: what you’re looking at
What you’re looking at
This page satirizes Secretary of the Treasury Andrew Mellon's tax reduction proposals through mock advertising. The cartoon mimics aggressive sales pitches ("REDUCE YOUR TAXES!!!") to lampoon what Life viewed as Mellon's ineffective or disingenuous approach to his own tax policy. The humor centers on using a "customer testimonial" format: a man named Fred, evicted and destitute, supposedly improved his life by writing for Mellon's "free booklet." The judge's verdict that Fred was "innocent"—sardonically reframed as grounds to meet him—undercuts any credibility. The satire suggests Mellon's tax proposals are more promotional gimmickry than genuine economic relief. The accompanying illustrations (a hobo scene, button fortune-telling comparing old and modern professions) reinforce themes of economic struggle and social displacement during this period.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
- LIFE - . Modem Methods (Secretary of the Treasury Mellon complains of a general public indifference toward his tax reduction plan. Well, then, why not something like this?) REDUCE YOUR TAXES!!! Results Positively Guaranteed in Thirty Days ! O the bank tellers treat you sassy? Do you suffer severe cleemosynary pains when the waiter brings your check? Is everybody in cahoots to do you dirt? Does the meter knock you loose from your aplomb? How's your old man? Then Try the Mellon Plan ! 11 Ever think about that old wallet of yours, my friend? Pretty flabby, isn’t it? Has that lackadaisical feeling about the midriff, ch? Sorta faded out at the corners, old boy? Ie thought so, and that’s what wwe’re in business for—to help YOU! Yes, you, and you and YOU! Ha, that makes you sit up and take notice? Yes, no? Well, then, listen to us, JUST ONE MOMENT, IF YOU PLEASE! We Know What We Are Talking About ! 1! Get out the old Jimmypipe, load ‘er up with good old stuff, and LISTEN! Say, Bill, or Jack, or whatever your name is, wouldn't it make you feel pretty good to know you hadn't anything to worry about? Pretty chummy with the universe, old bucko? Sorta feel like stickin’ your thumbs in your armpits an’ sayin’ “Go to H’!” to the cock-eyed world? ALL RIGHT, BROTHER! You Don't Want to Carry Surplus Taxes!!! You know what your friends are saying about you? No, you don’t, because that’s one thing even a chap’s best pal doesn’t mention to him. They feel like he’s kinda sen- sitive about it. AND HE IS! But take Fred (“Good old F. L.") Walters. (Name and address on application.) Fred hadn't been getting along so well. “Not so good.” Evicted from home, wife and little ones starved to death, credit stopped—things that might happen to YOU. And “SHOWS WHAT A HOG HE IS, EDDIE! BEGINS HANGIN’ AROUND THE BIGGEST CHIMBLEY A WHOLE WEEK BEFORE CHRISTMAS.” Ruth: THE JUDGE DECIDED FRED WAS INNOCENT. Virginia: INNOCENT? GEE, I'D LIKE TO MEET HIM! then he wrote for our FREE BOOKLET, and look at him now! He's Only One of Thousands of Satisfied Users 11 Let us send YOU our FR BOOKLET, “How We Helped ‘Good Old F. L.’ and Thousands of Other Satisfied Users to Reduce Their Taxes." AND DO IT NOW! You don’t want to go waddling round with a lot of surplus taxes. YOU BET YOUR SWEET LIFE YOU DON'T! Just tear out the cou- pon and send it to Mellon Tax Re- duction Plan, Dept. 0000, Washington, D. C. DO IT NOW, Buddy! Tip Bliss. Button Fortune-Telling As old-fashioned kids did it: ICH man Poor man Motorist Beggar man Headwaiter Thief Cop Doctor Psychologist Lawyer Alienist Merchant Babbitt Chief. Flop. As modern kids do it: Bootlegger EN a good joke dies, it goes on the stage. comicbooks.com