Life, 1927-04-07 · page 52 of 59
Life — April 7, 1927 — page 52: what you’re looking at
What you’re looking at
This is a satirical advertisement mocking the overwrought language of 1920s luxury travel marketing. "Zapoupi" appears to be a fictional, impossibly remote destination—described as located in an "Arctic Jungle" with volcanoes, glaciers, and elephant runs (geographically absurd). The satire targets travel industry hyperbole: the resort promises both extreme adventure ("he-man adventure") and refined elegance simultaneously, while featuring absurd amenities (a "delousing plant," accessed by crawling through a tiny door on hands and knees). The Grand Hotel Splendido's description escalates the parody—diamond-paved floors, a decadent yet rustic setting, pretentious French ("haut monde"), and incongruous details (Imperial Palace nursery combined with fisher-folk hospitality). The joke exposes how luxury travel brochures marketed exotic, "uncivilized" locations to wealthy Americans while promising impossible combinations of comfort and authentic adventure. The internal contradictions reveal the hollowness of such marketing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Redclife Comera Oxford, England At English universities -they learn to smoke Craven Art Oxrorp and Cambridge you'll find the students smoking Craven Mixture. And on this side of the Atlantic—in the colleges or the world outside—you'll find American pipe lovers smoking that same fine old English tobacco. You can buy Craven Mixture at your own tobacconist anywhere in the United States or Canada. Geta tin! You'll find the air- tight packing has kept Craven as fresh and fragrant as when it left the great Arcadia Works in London. Or for a liberal sample tin send toc in stamps to ‘ to Carreras, Ltd, American OF: 220 Filth Avenue, New York City. Craven MIXTURE Imported from London Life Beautiful Zapoupi Beckons Sophisticated Elegance Throngs to This Mecca of Isolation in the Luzurious Arid Wastes of the Arctic Jungle D° you long for the creature com- forts of the haut monde (hoo mong)—to mingle familiarly with the world of fashion, brilliance and birth? Come to Zapoupi. Do you thrill to the brazen bellow of he-man | adventure, bronze-throated and stark —nights in the trackless open with the blazing cross and the twinkling stars of the Bear as your riding light? Come to Zapoupi. Zapoupi! Beautiful, queenly, fronded Zapoupi, crumbling quictly with an ancient civilization, offering every careful consideration of mod- ern industrial convenience. Zapoupi —stretching sleepily to a sea of golden amber and violet; perched dizzily upon the fastnesses of an active volcano down whose orchid- | riven flanks flows a vast, ageless, im- | penetrable glacier where the foot of white man has never trod. The Grand Hotel Splendido ITUATE in the very heart of the | ‘J residential district with its quaint thatched huts and marble villas is the Grand Hotel Splendido (Splahn- falsarround.ngs. Writefor bostlet, tungialdxCAMPS Vg Th inthe Re \(/j/ Canadian Pacific Rockies Ww OMETHING different? Vacation with a lot of \\\ pep, a jolly crowd, and never \\% a dull moment? Then it’s a Bungalow Camp . .. forests, ‘snow caps and glacial lakes «sa magic circle .. .with po- niesand guides. Rise with the sun! Eat up the trails on horseback! Sing byablazing camp fire... watch the moon ride the summits. Pick your mountai and one of all of the 8 Bung: Camps.Cost? $5.50aday.Living? Charming little cabins and a central dining lodge. Write for book- let; mention B.C.-7 Hotel Department, Windsot Station, Moo: dee-doh)—a Max J. Fishbein pro- duction—reached through an proach of seven miles of fragrant virgin pine shingles, bordered on | both sides by Zapoupi Canyon— eight miles deep and an object of gorgeous painted glory in the sunset hour. From the expansive foyer into which one enters on hands and knees through a tiny door, rose crystal runways lead to various parts of the marvelous edifice—the huge- ous solarium, the gigantic lounge, the immense dining salon, the stupen- dous bar, the delousing plant and the cattle sheds. The diamonds, sap- phires and emeralds used in the paving alone are worth “a king’s ransom.” Yet with it all, no “fuss and feathers,” for here one is “back of the beyond,” sharing the pro- verbial hospitality of the simple, stern, sturdy fisher-folk. A peep into a typical bedroom at | the Splendido is like nothing so much as a glimpse of a Fragonard | fan combined with the kiddies’ day | nursery in the Imperial Palace at | Pekin. Each room looks to the South with a view of the elephant run, the incinerator and those lush Zapoupi dawns. All pillowslips are aired daily. The lightest touch on the ivory bell button over the brass enameled bed brings a Don Cossack with three miles of carefully stocked (Continued on next’ page) ENGLAND “FRANCE IRELAND: Geanawy Hamburg-American Line Plan to visit Europe this year and go by Hamburg-American Line. The experience gained through eighty years of serving the public has devel- oped travel comfort that is unsur- passed. A service and cuisine that are world famous, De Luxe Steamers NEWYORK (New) + HAMBURG ALBERT BALLIN - DEUTSCHLAND RESOLUTE - RELIANCE Cabin Steamers CLEVELAND - THURINGIA - WESTPHALIA All modern oil-burning liners, Luxurious staterooms and lounges, spacious decks. Winter Garden ballroom and other attrac- tive features on the de luze steamers. Com- fort and spaciousness on the cabin steamers, @Aronnd nWorld S. S, RESOLUTE Eastward from New York W0days = 30 Count: Rates $2,000 up io the Land of the “Midnight Sun from Hamburg S.S. RELIANCE —July3 S.'S. RESOLUTE —July 17 Duration 23 dayseach HAMBURG-AMERICAN LINE Usrrep Aueaican Lives, Inc., General Agents 28 Broadway, New York ew Branches in Boston Ciicago Philadelphia San Francisco ap- | Brighten dull, heavy Eyes safely! Without the aid of belladonna or other harmful drugs, Murine im- parts new lustre to dull eyes. Use this soothing, refreshing lotion daily to rid your eyes of irritating particles and prevent a bloodshot condition. Millions swear by it! EYES comicbooks.com