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Life, 1927-09-01 · page 36 of 40

Life — September 1, 1927 — page 36: what you’re looking at

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Life — September 1, 1927 — page 36: Life, 1927-09-01

What you’re looking at

This page combines charitable advocacy with period advertising. The dominant content is **Life's Camps for Needy Children**, a fundraising appeal targeting wealthy magazine readers. The article uses urgent language ("Hurry! Hurry!") to solicit $20 donations to send impoverished children from New York's Lower East Side tenements to summer camps for 18 days—framing this as salvation from "terror and unhappiness and sickness and evil." The accompanying illustrations show children eagerly rushing to the camps, emphasizing their desperation and gratitude. **Advertising includes:** - A "Silver King" golf ball (top left), marketed to affluent golfers - **Johnnie Walker cigarettes** (right), featuring a kilted Scottish figure as the brand mascot, pitched as "extremely mild" at "20c for 20" - A photograph of boys swimming, endorsing the product The juxtaposition reveals the magazine's dual audience: wealthy enough to afford golf equipment and cigarettes, yet supposedly charitable. The appeal's emotional manipulation contrasts sharply with the luxury goods surrounding it.

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

34 | Play the SILVER O golfer should miss this chance to inject a bit of certainty into a very un- certain game. Play the Silver King! With ic you are sure of every yard of distance and all the putting accuracy any man deserves. And you have the big psychological advantage of playing the best ball made. * Reg. U.S. Pat. Of. [:mportep By] JoHN WANAMAKER Wholesale Golf Distributors new voan 20: emicaco Meurnie PHILADELPHIA koe anaeies Life Lire’s Camps for Needy Children “Hurry! AS we scem to have remarked I Hurry!" somewhere before this summer, re maintains two wonderful Camps for the needy little boys and girls of New York. ‘These Camps, at this moment, are scenes of the utmost bustle and en- thusiasm. Children are crowding in doorways and hanging ces and shouting down the long y roads that lead back to the yi“Hurry! Hurry! If you want a holiday you've got to show some speed.” At the other end of the long roads are little straining groups of chil- dren who have been caught and held in the slums all this summer. have not had one breath of country air—not a sir day sweet country play. “If you want a holiday——" We know if they want it! We know if they should have it, don't And, what is more, we know t will give it to them. Yes, sir, just plain old-fashioned money, Money is a great thing when it saves little children from terror and unhappiness and sickness and evil! A great thing You have been perfectly marvel- ous this summer, all of you, but despite the date on the calendar, summer is not over yet. It has a long time to go in the tenements, it has a long tine to go in the hot, wilted and exhausted bodies and souls of the little folks of the ter- rible Lower East Side of New York City. Now, then, if the children at the City-end of the roads are to go fly- ing out toward the Camps, shouting like wild Indians (which is the way we want them to go), we've got to da a little more work. That Twenty Doilars—the cost of maintai one child at either of our amps for eighteen days—does not come to us out of the air. It comes from the readers of this magazine who have human hearts in_ their breasts. It comes from men and women who cannot bear the thought of a neglected and unhappy child. It comes from people who know that, if they can't spare more just now, their shining silver pieces will be as gratefully received as the other fellow’s fat check. The children now at the Camps are crying to their little pals, “Hurry Hurry!" And we are crying, “Hurry! Hurry!" to you. And you in your turn may cry, “Hurry! Hurry!” to us, and we'll do over Hello Everybody! This is Johnnie Walker Speaking! uJ ON e A WES “Surprising how many people buy my cigarettes and say— “My, that’s some cigarette, where can I buy it?’? Try any first class shop and see for yourself what I mean—only” 20c for 20 EVERYTHING TASTES GOOD APTER A SWIM IN THE POTTERSVILLE BROOK, THESE BOYS CAN PROVE IT. comicbooks.com