Life, 1927-10-20 · page 21 of 48
Life — October 20, 1927 — page 21: what you’re looking at
What you’re looking at
This page satirizes the opening of a new five-and-ten-cent store (like Woolworths or Kresge's), mocking both the wealthy patrons and the chaotic shopping experience. **The main sketch**: "Another Distinguished Opening" depicts upper-class women treating the bargain store's opening as a social event, name-dropping and gossiping while literally crushing working-class and immigrant shoppers around them. The satire targets their obliviousness—they discuss amenities ("decorated oilcloth," towels) while rudely dismissing people whose elbows they're blocking and whose ribs they're jabbing with rake handles. **The joke**: The contrast between the genteel pretense of "distinguished opening" and the subway-like mob chaos reveals class hypocrisy. Wealthy women find prestige in bargain shopping while simultaneously treating poorer customers with contempt. **Secondary content**: "The Spirit of Accomplishment" (a convict breaking rocks) and "The Campbell Walks a Mile" (bottom strip) are unrelated comic items, likely filler on the page. The satire reflects early-20th-century anxieties about mass retail and class mixing in public spaces.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
—e rr. Another Distinguished Opening Scene: A palatial five-and-ten-cent store which has just been opened to the public. pearance of the subway during rush hour. It has the general ap- A C Mrs. Guins- meeting you here! Anotiter Guest: Mrs. how delightful, reall think I've seen you since that one- day-bargain special in Gimbel’s sub- basement. Stuffy affair, wasn't it? Tue Finst Guest: Frightful. But this, my dear! Packed! A vast success. Why, I simply haven't been able to get anywhere near the deco- rated oileloth. Exeuse me for point- ing, but... A Distressen Voice: Hey, lady, elbow's in me eye! Tur First Guest (over her shoulder): Oh, shut up! As I started to say before we were so rudely interrupted, isn’t that Mrs. Bloomberg over there? Tux Orner Guest: Where—oh, yes, sa it is. Yoo-hoo, Mrs. Bloom- So ni bergue ! hmeel— I don't ye g, 00-hoo. to see you. What? I can’t hear 4 Tur Fins Guest: She says you shouldn't’ miss the towels. Bath towels, she says; long Dear, dear! Isn't it all too thrilling! Tur Orner Guest: I wonder if there will be music. Miss—is there any music? Aw Atrrenpant: Music on counter en. Ten cents for the cover, ten cents for the inside sheet and ten cents for the ink. Tue First Guest: I do think it's too insane the way they do th young man, if you push me so help me, IN buy a carving right now and cut you a head shorter. Tue Youne Man: Aw, horse- blanket, lady! Tue First Gvest (laughing The Spirit of Accomplishment Convict Guard: Loox ar tik way you've BUSTED THEM RocKs! CAN'T you TAKE A LITTLE PRIDE IN YouR WworK? sourly): Heh! Heh! Heh! That's always the trouble with these lar, You do run into all kinds of Artenpant: Keep moving, ue Finst Guest (as they are be- ing rapidly shoved along): Ah, Mrs. Katz, so nice...Mrs. Zimble... hello, Lulu.. lovely, isn’t it, Mrs. ..take that rake handle out of my ribs, will you, mister? Tur Orner Guest: Well, dear, I'll leave you here. I want to look at the g d the hammers. By the way, don’t miss the special in radio parts. Counter twenty-two, under the palms. Tue First Guest: I'll be there. Have you had any refreshments ye Orner Guest: I had an ice- cream sandwich with that stuck-up assware Mrs. Cohen. But I'll join you later in a cup of coffee. Tue First Guest: At the coffee counter, then. These gatherings are such fun! Will you look out for my hat, madam? (The general push- ing, jostling, thrashing, bumping and jamming continue.) A Sate sur Very Votce: Mamma! Distinet Mamma! I teenk wot I’m gonna be seeck! (A mild panic promptly ensues.) Contain. Henry William Hanemann, Answered the Description KMIRST FARMER: I've got a freak over on my farm. It's a two-legged calf. Secoxp Fanmen: T know it. He r to call on was daughter last night [enonina _ROOM THE CAMPBELL WALKS A MILE. comicbooks.com