Life, 1927-03-10 · page 17 of 38
Life — March 10, 1927 — page 17: what you’re looking at
What you’re looking at
**Top Cartoon**: Depicts an Eastern visitor being revived after a knockout at a Los Angeles boxing show. The joke contrasts regional stereotypes: the Easterner is shocked and needs revival ("gosh, he regained consciousness quickly"), while a Californian dismisses it casually as "it's the climate"—suggesting California's supposedly invigorating weather makes such spectacles routine or unremarkable. **Main Content**: "The American Woman According to the Advertisements" satirizes idealized advertising portrayals. It describes an impossibly perfect woman who is simultaneously a homemaker, fashion-conscious, health-conscious, and effortlessly elegant—always available to charm her husband. The accompanying illustration shows a couple on a honeymoon, with dialogue about satisfying one's spouse, reinforcing satirical commentary on gender expectations and consumer culture's unrealistic depictions of women's roles.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
After the Knockout at a Los Angeles Boxing Show Eastern Visitor: Gosu, We REGAINED CONSCIOUS- NESS QUICKLY. Californian: rr’s THE CLIMATE. SHE is a homemaker, a picture of health, refinement, modern spirit in corsetry, and be- longs to a first family, reflects quiet appreciates — the elegance, smart, can afford only the best, is a critical buyer, and always well gowned to her finger tips, avoids imitations, and must have ultra-modish shoes at any cost, witchery in slippers, silk that commands atten- radio with social She has a certain some- thing, is not afraid to smile, knows that men watch for little details, and that being a woman means more to-day than ever before, and cats candy to be slim, keeps that schoolgirl complexion, ends gray hair, reduces without exercise or dieting, and gives herself that ir- tesistible charm which once swayed empires and conquered kings and can now be obtained at any grocery or drug store. In her spare time she learns interior decorating, hotel keeping, short-story The American Woman According to the Advertisements writing, dressmaking, and French at the home, while the rest of the day she truly Sone ») CNA On the Honeymoon Mr. Newlywed: LITTLE ONE, DO YOU THINK ILL MAKE A SATISFACTORY MATE? Mrs. Newlywed: WONDERFUL, DARLING. NOW LOOK ME. OVER AND TELL ME WHAT YOU THINK OF YOUR CAPTAIN, is proud to own a modern gas range, lovely waxed floors, an electric sink and a kitchen cabinet designed by expert housekeepers and endorsed by Elsie de Wolfe. She keeps her husband at breakfast with kes and syrup rich in natural flavor, and is at- tracted more by value than by price, orders per- fume rare as a numbered ching because she loves nice things, knows by in- tuition which is the best make of automobile with cushions to match her living-room, wears the wrist watch of fashion, asks her jeweler what she may use as presents, eats cake of her heart's desire, but never buys any known brand of cigarettes, relying entirely upon smoke blown her way by obliging gentle- men friends. W.W., Scott. Her Ability Post: Maud is a splen- did executive. Parker: What work did she get out of you? comicbooks.com