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Life, 1927-04-07 · page 45 of 59

Life — April 7, 1927 — page 45: what you’re looking at

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Life — April 7, 1927 — page 45: Life, 1927-04-07

What you’re looking at

This page combines a society diary column with a major advertising promotion. "Mrs. Pep's Diary" (left) is a gossipy, lighthearted account of upper-class social activities—country house visits, polo matches, drag hunts—written in a deliberately arch, affected style that gently mocks the pretensions of the wealthy. The dominant content is **Romance Chocolates' movie-idea contest**. This was a marketing gimmick offering a week-long Hollywood trip (with studio visits and meetings with film stars) to whoever submitted the best movie synopsis featuring their product. The contest reflects 1920s consumer culture: corporations sponsored creative competitions to boost brand loyalty. The judges listed—including the editor of *Life* magazine itself—gave the contest legitimacy and tied it to the magazine's satirical mission of commentary on American society and commerce. The overall effect is satirical: Life simultaneously publishes society gossip mocking the wealthy while hosting an advertisement that exemplifies the commercial, product-placement-driven culture those same wealthy people inhabited.

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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

Mrs. Pep’s Diary (Continued from page 16) feel a trifle sorry when the chemist returns a favorable report on liquor shich we have paid him to analyze. A great company for dinner, and when the talk did run merrily on some shooting property which our host is trying to sell, his young daughter did suggest that it might not be a bad idea to have down Lem Avery, who can simulate the sound of wild animals by drawing a string through a skin stretched over a tin can, and hide him in the scenery shen prospects are being shown over the property. Bed betimes, and find- ing “Doomsday” amongst the new books on my table, I could but re- joice again that Warwick Deeping, after writing almost a score of un- successful novels, should have finally turned out “Sorrell and Son.” March Breakfast in bed, with jas- mine on the tray, too, nor Uth gid it smell any whit like what the parfumeurs bottle over its name. Then up and off in a buggy with Sam to follow the drag hunt, and whilst we were descending a great incline Jimmie Cooley, wear- ing one of his picaresque hats, did gallop by and halloo a pseudo-quota- tio from my Diary berating Sam for bringing me down such a steep hill, though I had made no criticism of his driving beyond a feeble plea that he should keep occasionally to the road. Famished at luncheon, I did eat a prodigious amount of ham mousse, spinach and guinea fowl, which gave me such a thirst whilst watching the polo I must needs con- centrate on Shadrach, Meshach and Abednego in order to retain any com- posure soever, and afterwards at tea I did drink four beakers of grape juice mixed with ginger ale before ny throat even approached normal again, which caused Sam to wonder why it is some persons never think of drinking plain water when they are parched, to which my only retort vas that he was a splendid one to make the inquiry. Then walking to the village, and I was so much im- pressed with the lonely editor mak- ing up the local paper in the window of his tiny office and press-room that I would have gone in to speak with him had not my husband restrained ne, nor did I protest, neither, be- cause some day I may go for a walk vithout my husband. Another item of observation was that though the North is North and the South is South, the gift shops of both have Une bowls as the leading feature of their window displays. Baird Leonard. Life Have You an/dea MOVIE, PAAVE You ever dreamed of meet- ing the screen stars face to face, of strolling about the huge studios, watching the filming of the various pidlures? Would you like to lunch with your screen favorites at the MONTMARTRE #7 HOLLYWOOD? The SECOND ANNUAL ROMANCE- B Miss May ALUSON: “ ox Star enjoys Romance Selections cA Put week in HOLLywoop with all expenses paid. Introdu€tions to the stars. Limousines to convey you between hotel and studios. A joyful week in the land of romance. All this for an idea for a motion pitture based on a human experience in HoLtywoop Contest offers you the opportunity. Romance SELECTIONS at $1.00 makes friends wherever it goes, for its wide assortment pleases everyone. The illustrated book- let, "How to Write for the Movies,” packed in each box, may help you in the contest. which a box of ROMANCE CHOCO- LATES plays a prominent part. Read the conditions and start thinking. CONDITIONS « The winner will be the author of the most orig- inal, interesting, and pradical synopsis or plot for a motion pi@ure based on a human experience in which a box of Romance Cuoco.ates plays a prominent part. Literary ability will not be considered, but in case of a tie, the neatness and artradtiveness of the presentation wiil determine the winner. No manuscript shall be more than 1500 words in length. . The winner, and a companion of his or her choosing, will be given a trip to Hollywood, including visits to the studios during a week's stay there, with all expenses paid. In addition, the fifty most worthy plots will have careful consideration by the scenario department of one of the large distributing companies, and if any are purchased, the full purchase price will be remitted to the author. . The Judges will be: Mr. James R. Quirk, Publisher of Photoplay. Mr. Rosert E. SHERwoop, Editor of fe. Mr. Freperick James Smit, Critic for <berty. . There is nothing to buy in order to enter the 5. Contest. The illustrated booklet, “How to Write for the Movies,” is simply to help contestants, Entries should be sent to Contel? Manager, Cox CONFECTIONERY COMPANY, Boston 28, Massa- chusetts, and must be received there before the close of business on June 1, 1927. MANCE CHOCOLATES comicbooks.com