Life, 1926-03-25 · page 38 of 40
Life — March 25, 1926 — page 38: what you’re looking at
What you’re looking at
This page promotes *The Golden Book* magazine through an essay and advertisement. The content uses Anatole France as an authority figure to argue that reading should be pleasurable, not obligatory—a novel position for early 20th-century America. The essay critiques forced classical education: people develop lifelong hatred of "genius" works when compelled to read them in school "from a sense of duty." The satirical target is rigid, joyless pedagogy that treats literature as moral obligation rather than engagement. The accompanying illustration of "The Golden Book" and the fantasy scenario "How Would You Enjoy a Lunch with Beatrix Esmond?" (an attractive woman) use glamour and appeal to position the magazine as exciting, modern entertainment—contrasting sharply with dusty classroom classics. The advertisement's headline "Special Offer for Readers with 20th Century Minds" positions subscribers as progressive, rejecting Victorian educational strictness. The "$1.00 prompt action" offer creates urgency. Overall, this is advertising disguised as cultural criticism—using anti-establishment rhetoric about education to sell a literary magazine to modern, pleasure-seeking readers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIFE - AnaToLe France was a writer unsurpassed in modern times. He says the beginning of education is being interested. You can’t learn when you are bored. Hasn’t your own experience taught you that? How many people hate works of genius today because they were forced down their throats at a time when they found them dull? How many really great books and plays have been eternally spoiled for you because you were bored by them and had to read them at school, or from a sense of duty? The truth is, whether a story was written last week or a hundred years ago—whether it is by a “classic” author or a widely-heralded best seller—if it ts dull it is dangerous reading for the man or woman who has discovered what education means. When you have laughed, wept or thrilled over one short story that is really good; when you have been absorbed in one truly moving book; when you have sensed life a little more keenly because of the winged words of one vivid poem, you have contributed more to your education than a man has received from scores of impressive volumes read from a sense of duty. How Would You Enjoy tui: wsy a Lunch with Beatrix Esmond? Beautiful Beatrix, immortal myste! cam the makes such an appeal to the reader who demands something inter- esting and at the same time enduring a the vast storehouse of the world’s classics, written perhaps this t, perhaps thousands of each month it offers you those great stories, poems, plays and adventures that remain great because they are alive today. As the telephone, the automobile and the radio enable you to live more richly, this new and delightful magazine has been inspired by the modern spirit to give you the pure gold that genius has mined. From all countries and all times it brings you adventures into liter- ature, Among re imuessen The charm of The Golden Book is like the charm of an ex- W. Somerset Maogham Stacy Aumonier Lafeadio Hearn quisite bouquet, of a delightful meal—just the right selections Georges Clemenceas Robert L. Stevensos Bavdebaire relative to you and to each other. It is that indefinable thing Stewart Edward White James Stephens Lewis Carroll pablripgteirh nares Thee Bey the personality of The Golden Book—that has brought /% in one year 200,000 devoted readers. It is really edited. LY . Special Offer for Readers with 20th Century Minds ees ° g will see at Simply fillout the attached coupon and mail it “ Tue Gouren Boor to us today. Do it now, while you are looking at it. This is only a temporary introductory offer to new subscribers. yo We cannot offer itlong. Wedonot / promise ever to make it again. 7 Sooner or later you are going usual $1.50 ead of $1.50. But—this is only for prompt ac bout TH g about The Be O” W Nemes) ineshe sists eevegeswees ONLY ONE PROMPT @28f/ous! a DOLLAR Seraigee,“ ‘ae eee “4 Cay c ay know y if how stimulating The | Book can be, we have d o The Gold BUD TERNINAL PRINTING CORPORATION. OR LYK NEW YORE é comicbooks.com