Life, 1927-10-20 · page 45 of 48
Life — October 20, 1927 — page 45: what you’re looking at
What you’re looking at
This page combines **advertisements with satirical humor** typical of 1920s Life magazine. The main cartoon, **"That's an Idea"** by Gene Brown, satirizes **passive female dating behavior**. A young woman agrees to every suggestion her boyfriend makes—each time responding "That's an idea"—until he finally exasperates himself noting the absurdity: "Yes, it is an idea, isn't it?" The joke mocks women who lack independent opinions or agency in social planning, reflecting the era's gender stereotypes. The page is dominated by **period advertisements**: Johnnie Walker cigarettes (20 for 20 cents), Jason Weiler & Sons diamonds, Hamburg-American cruise lines, and Life's charitable "Camps for Needy Children" fundraising list. The cigarette ad uses a personified "Johnnie Walker" character (separate from the later Johnnie Walker scotch brand) endorsing the product—a common advertising technique before tobacco restrictions. Together, the content reflects 1920s consumer culture and contemporary attitudes toward gender roles.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
aa ol Life 43 Hello Everybody! This is Johnnie Walker Speaking! “Funny how man: le are really issatisfied with their ciga- rettes and don’t know It until they find such complete enjoy- mentin mine. Buy a package of Johnnie Walkers for 20c and you'll know what I mean.” 20c for 20 [How To BUY lL DIAMONDS is ow to Buy an ea" JASON WEILER & SONS amond I since 1576 371_Washington St., Boston. Lire's Camps for Needy Children In memory of Jimmie Clayt Josephine d Hoflman, Hart ~ Sch Hartford, Mis. Arthur B) Smith, ant French, New York James R. Harrisc ntelair, N : W Larchmosit Y ° ' Anacortes, Wash 3 Mrs. mer Smith, York,” Pa 10.00 James S. Montgomery, Germantown, James E. Gundry, Tucson, Ariz 5 Dorothy A. Koch, Evanston, Ill 5 Sirs. M. W. Moore, New ¥ 5 isatherine A. Kennedy, Mili Ce Mrs. Irving G2 Var NY Hoyt, Robson, Duluth, M 6.0 R.D. 0.8 F. S. 0., La Jolia, Calif. IS. R., Detroit ° Mr. and Weiser, Mrs. ELC. Holyoke, Mass. sae ‘That's an Idea”’ (Betty and her beau are planning over the ‘phone how they are to spend the evening.) H E: We can go to the Ritz for supper, then— . Sue: That's an idea He: Or we can go to Henry's for supper and then dance at St Claire's. Sue: That's an idea. He: If you care we can go to the Rivoli instead— Sue: That's an idea. He: But, if you want to, we can take in the play at the Gaiety. Sue: That's an id He: Still, there's a perfect con- cert on the radio to-night Sue: That's an idea He: Yes, it is an idea, isn’t it? Well, I'll be over at eight. Gene Brown. FIVE WINTER CRUISES TO THE WEST Embark under the flag of the “Pleasure Pirates”. Join this jolly band, who cruise through Caribbean waters to scenes of thrilling romance in the past—of vivid charm today Cuba, Jamaica, Porto Rico, Panama—one fascinating port alter another —and between ports long days of fun on board a beautiful pleasure ship. §.S. RELIANCE Sailing from New York Dec. 17 Jan.7 Jan. 25 16 days 15 days 27 days $200up — $200up = $300 up Mar. 28 16 days Designed for tropical service, the ideal for cruising—a sports deck w court and bowling all se = ming pool and gymnasium—a winter garden ball room and cool lounges. Send today for booklet dese “Pleasure Pirate Pilgrimages” Hamburg-American Line UNITED AMERICAN LINES, INC. General Agents 28 Broadway, New York Branches in Boston, Chicago, Philadelphia and San Francisco or Local Steamship and Tourist Agents comicbooks.com