Life, 1927-09-22 · page 25 of 40
Life — September 22, 1927 — page 25: what you’re looking at
What you’re looking at
This 1928 *Life* magazine page satirizes American consumer culture and celebrity obsession. The main cartoon, "Forced Into It," depicts a boxing stadium where families attend prizefights—a hugely popular spectator sport of the era. The satire critiques how *fathers* now send sons to college not for education but to obtain tickets to the "Big Game" (major sporting events), inverting traditional parental priorities. The right column features an extended monologue by an excited female fan about the famous Jack Dempsey-Gene Tunney heavyweight championship fight. The satire mocks her breathless, superficial enthusiasm—her excessive capitalization and fragmented speech patterns suggest shallow celebrity worship. She admires Dempsey solely for his physique while dismissing Tunney as intellectual and "wet" for reading, ridiculing anti-intellectual attitudes. The surrounding vignettes mock modern consumer behavior: people constantly upgrading lighters and radios, trading old items for new accessories—reflecting 1920s materialism and planned obsolescence. The humor targets both consumerism and the era's obsessive sports fandom.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ee So Much Better 'O see ourselves as others see us Was thought by Burns to be a star Worth hitching wagons to; ‘twould free us From idle vanities that mar Our charm. Perhaps, but what a jar The ugly sight! Instead, my plea: Do (1 ask a greater gift by far) Let others see ourselves as we do! Wayne G. Haisley. And Why Not? “CXOT a match?” “Sure here. But I thought you had a lighter.” “T had but it was always in the shop. If it wasn’t one thing it was another. x with the sparking. She was using up too much fuel and besides, I was dated wherever I went with it. So I'm trading it in for one of these small, streamline 1928 models with all the latest accessories, including a wind shield.” ‘How much did they allow you on your old one?” “A dollar fifty. But they're giving me awfully good terms on the new one, two dollars for the first year. g “Well, I'm thinking it over. 1) guess WIL wait till the Cigarette Lighter Show opens so I can look and pick out just what I want.” c There was something wr 1 week and ‘service Why don’t you get one?” around (ox Forced Into It ‘QO you're getting a new radio set?” “Yes. My wife and I were right with the old one, on the last big prizefight we had to ne Grandmother missed the knockout.” getting along all but it gave such poor reception 1 change FeATHERS once sent their sons to college for an edu- cation; now they send them for Big Game tickets. WHY NOT UTILIZE THE RING POSTS TO GIVE THE TAGHOUS POSITION FOR SPOTTING FOULS? “NAY dear, Um all-of-a-DOOdah—I wean I'm hen M estly so exCITed I could shell PEAnuts at this because I'm simply THRILLED to DEATH about this PRIZEfight effect which this Jack DEMP sey and this Gene TUNney 7. a — point person are going to have because T mean PRIZEfights have always had a sort of FAtal fasciNAtion for me beeause I] mean | have Al ways been simply MAD = about anything like that because it is so sort of PRIMitive and araTIStic or whatever you call it, do you know what I mean? 1 mean Tam ABs'lutely all agog AGitated at this point. Who are y FOR, my dear? TUNney? Well I can’t help it but [am for thiy DEMPsey person because T simply aDORE his BUILD. T mean 1 think he HONestly has the MOST divine BUILD of any man I've ever SEEN and simply NOTHing can make 1 FOUL PUNCH when he punched this Jack SHARKey because I honestly think that was just a lot of POTsonous propaGAtion or something be me believe he made cause all these obNOXious GAMbler people thought this SHARKey person was goin WIN and T mean it is just a lot of SCANdal mongrels like THOSE sort of people who have been circulating all this sbout a FOUL ANYways, my don't SEE how you can be for this TUNney person beeause 1 ACtually think he is an AWfully — wet SMACK because | mean he is all the time sort of BOASTing being up on the CLASsies and all and T mean the IDEA of a PRIZE fighter being able to READ is per feectly abSURD, my dear. And I bet my SHIRT that this DEMPsey knocks him COLD because I SIMply »DORE DARk, BRUtal-looking men ANyways—I mean I ACtually DO Lloyd Mayer. propaG Ation PUNCH Well dear, 1 honestly these sort of Quite the Contrary “DRETTY smart fellow, isn't he? He smart? Why, he thinks A MORE ADVAN- — these schoolgirl complexions come from soap! comicbooks.com