Life, 1926-08-12 · page 28 of 36
Life — August 12, 1926 — page 28: what you’re looking at
What you’re looking at
This page combines corporate advertising with satirical content. The main feature is a Bell System advertisement promoting rural telephone adoption. The text argues that telephones have transformed farm life by eliminating isolation, enabling emergency communication, and connecting farmers to markets—three million phones now serve American farms. The surrounding content satirizes American life: "Realty Progress in California" mocks real estate developers who transform modest towns into commercial developments; "Fairy Story" offers dark humor about a cigarette manufacturer praising pipe-smoking. Mrs. Pep's Diary provides gossipy social commentary. The overall message: while technology modernizes rural America, American society remains fundamentally absurd. The issue advocates progress while gently ridiculing those promoting it.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Tuere was not a farmer in the world fifty years ago who could talk even to his nearest neighbor by telephone. Not one who could telephone to the doctor in case of sickness oraccident. Not one who could telephone for the weather report or call the city for the lat- est quotations on his crops. Not one who could sell what he raised or buy what he needed by tele- phone. A neighborly chat over the wire was an impossibility for the farmer’s wife or children. In this country the telephone has transformed the life of the farm. It has banished the loneliness which in the past so discouraged Telephone and the Farm the a po} ulation ee isons many from the large and so! areas of farms and ranches. ad It is a farm hand who stays on the job and is ready to work twenty-four hours every day. The telephone has become the farmer’s watchman in times of emergency. It outruns the fastest forest or prairie fires and warns of their approach. It has saved rural | recap aed from mand loss of ives an iO} y giving am- le notice o densities foods. ’ million telephones are now in service on the farms, rani and plantations of the United States. AMERICAN TELEPHONE AND TELEGRAPH ComPANY AND AssociATED ComPaANIgs IN ITS SEMI-CENTENNIAL YEAR THE BELL SYSTEM LOOKS FOR- WARD TO CONTINUED PROGRESS IN TELEPHONE COMMUNICATION Realty Progress in California “ E put Castorosa on the map,” the visiting Developer told the local Booster Club. “When we took over the project it was just a sleepy Mexican pueblo —dusty roads darkened by arching pepper trees, tumbling adobe houses and a general store. “Now all these are gone, and like magic in their place has sprung up a snappy modern community with paved streets, ornamental lamp posts and lots for as low as $250. Busi- s flocking to us; Nat Simpson, Jent of the hot-dog stand, prom- ises to organize a Rotary next month. “And we are now at work on the Old Spanish Mission, which is sure to be ready before the fall tourist rush begins.” Courtland Holdom. Fairy Story LOVE to see a man smoke a pipe,” said the cigarette manu- facturer. “ Mrs. Pep’s Diary (Continued from page 20) and the thrill which was mine when a tailor’s illustrated chart came m way to enrich the’ wardrobe of Mp, Graham and Uncle Robert, albeit in some instances the poor gentlemen were temporarily shorn of their low. er legs through having stood on the chart behind other models which partially obscured them....Mp, Webster, the cartoonist, and Mr. Parmentier, the editor, to dine with us this night, and I did fall, like a fool, for the fine shortcake which Katie made of berries and biscuit, In a great wax this morn- ing because Sam had added to the careful list 1 made out for my visiting servant Virgie, whom I do call in to straight- en out the household every so often as I should a consulting engineer, such items as “Have squirrel gun burnished up” and “Put roller skates into good condition,” which I ar she might take seriously, ying that even though she did, his injunctions were no more hercu- lean than my request for her to find the 1923 income tax reports. But I paid him no heed, setting myself to copy the list properly, and when he tried to distract me by announcing that he was minded to have some dinner clothes made of alpaca against the warm nights we are havi did tell him to go ahead, but to de- cide before the cloth was cut which he would rather look like, the in- mate of an old man’s home or Ted Lewis....At this and that all the day, V. and I flying at our tasks with the zeal of evangels, and in the evening to the playhouse to see a piece called “Sunny,” and why those who have such matters in charge allow Miss Marilyn Miller to pro- nounce some of her words like one from the hintermost provinces I can- not see, But there was no Castilian leaping about, thank God, there be- ing nought like a Spanish dancer to make me remember the Maine. Baird Leonard. Hot Stuff EACHER: Now, Robert, you may compare the adjective “hot.” Mopern Precocity: Positive, hot; comparative, damn hot; superlative, hell. EXT WEEK—the FEM- ININE NUMBER, with a cover by Garrett Price and con- tributions by all the more stal- wart of the LIFE GUARDS. comicbooks.com