Life, 1927-02-10 · page 36 of 43
Life — February 10, 1927 — page 36: what you’re looking at
What you’re looking at
This *Life* magazine page (circa 1920s) contains several humorous pieces satirizing American social conventions and advertising. **The Marlboro ad** is notably ironic: it advertises cigarettes as "Mild as May," a marketing claim that became famous. Life's satirical framing—"Mr. Lorimer, Too, Extends Thanks for the Ad"—mocks both the absurd advertising and George Lorimer, editor of the *Saturday Evening Post*, who likely ran similar ads. **The humor pieces** (roommates, recent bride, policeman anecdote) are gentle observational comedy about everyday social awkwardness—borrowing items, marital confusion, and public figures avoiding accountability. These reflect 1920s concerns about changing social dynamics. **The Tarrant's Seltzer ad** is the page's centerpiece: a hangover remedy marketed nostalgically to men who frequented bars like the Holland House. The reference to "John L. Sullivan" (famous boxer, d. 1918) dates this, suggesting post-Prohibition drinking culture and the male social world of that era. The page blends editorial satire with period advertising, characteristic of *Life*'s approach to cultural commentary.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Smoke! what counts garette ! that is why Marlboros have -come famous in Yne Short Year Marlboro Bridge Score mailed free upon request ina (Mild as as May ly) aaa — PHILIP MORRIS & Cot © Inc h Street, Dept. Bro, New York cidedly Life Mr. Lorimer, Too, Extends Thanks for the Ad. (From the Diary of Our Oren Samuel Pepys) By times up, and so to the office, and bought a copy of Lire, and in the ele- vator a man said to me, “Do you ever find anything funny in there?” and said it in a scornful way, and I said, “Yes,” and asked him whether he ever read it, and he said, “No, not once a year,” which made me indignant, it being like affect to be wearied with the tayles in the Saf- urday Evening Post, albeit the person never reads it, he boasts. But, Lord, I find many comickall things in Lire, and some sub-surface satire, too, and cer- tainly there are good tayles in the Satur- day Evening Post, —F. P. A.,in New York World. The Roommates “Say, Bob, can I borrow your pen?” “Sure thing.” ta sheet of writing paper I can Reckon so.” “Going past the mail box when you minute till T finish this letter, will you “AML right." “Want to lend me “Yeh.” bliged. Say, what's your girl's —California Pelican. a stamp?" Force of Habit Tue Recent Bride was wearing a de- crestfallen look instead of the ticipated beaming smile. “My dear, you haven't already your first quarrel, T hope!” “Oh, no,” replied the Bride; “it isn’t quite so scrious as that. It's just that I was shopping and you know I've ways had to spell out my maiden to salespeople jar to most of them. It didn’t occur to me that my married name was simpler, so, before I thought, I told the clerk to send the things to Mrs. John Smith—and I spelled out S-m-i-t-h!"—New York Sua, had Caution Tue defense mechanism which the present era of demoniacal newspaper activity has fastened upon our public men was illustrated the other day by the experience of two Manhattanites who found themselves, while strolling about Long Island, overcome with curiosity as to whether, as an island, it was larger than Manhattan. They asked a police- man, After deep thought he expressed the opinion that Long Island was the larger. “But,” he shouted to them as they de- parted, “don't quote me on that.” —New Yorker. Derrxe the performance of a play in a London theatre a man rose in the stalls and made a ten-minute speech which was loudly applauded. We've seen plays like that—Humorist (London). FORTHE MORNING AFTER THE NIGHT BAaFYORE In the good old days, when the crowd lin- gered too long at the Holland House Bar, and rode home in the wee small hours in han- som cabs, they relied on Tarrant’s Seltzer. Aperient to put them on their feet next morning. For 82 years Tarrant’s has helped soothe the aching head and chased the blue devils away the morning after the night before. Takea tip from the boys who shook the hand of John L. Sullivan, and keep Tarrant’s on the bathroom shelf in case of need. Tarrant's isa marvelous saline that you drink like mineral water. It is pleasant to the taste and brings almost immediate relief. Since 1844 doctors have prescribed Tarrant’s for indigestion, constipation, headache, dys- pepsia and rheumatism. 154,627 hysicians’ letters in our files testify to its eflectiveness. A little of this perfect blend of basic salts and other harmless ingredients in a glass of wa- ter makes a wonderful drink. t a bottle of time-tested, Sime peoved Tarrant's from your. mere today. Make it a regular Just ask for Tarrant’s. FIRST THING IN THE MORNING TARRANTS SELTZER APERIENT SK FOR we TaRRANTS > WILAT DOFS SIE LOOK LIKE “1 D-D-DON’T KNOW. WE'VE HAD A N-NEW comicbooks.com