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Life, 1927-12-01 · page 76 of 80

Life — December 1, 1927 — page 76: what you’re looking at

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Life — December 1, 1927 — page 76: Life, 1927-12-01

What you’re looking at

This page is primarily **advertising** with two humorous pieces interspersed. **The Main Content:** The dominant feature is a Pickwick Ale advertisement using satire: it jokes that while speakers are "boring," Pickwick beer has been the subject of "pretty speeches"—implying the drink itself makes for better conversation topics than most speakers. **The Humor Pieces:** 1. **"Necessary Qualifications"** by Sterling Patterson satirizes a perpetually unemployed man (Bloomsbury) who finally succeeds as a commercial model posing as an industrialist in advertisements. The joke: he succeeds not through actual business skill but by *looking* successful for ads—commentary on 1920s advertising's image-over-substance culture. 2. **"An Open Letter to Santa Claus"** by Arthur M. Sherwood, Jr. humorously complains that Santa's gifts (socks) are useless compared to the real magic needed in modern life. The closing couplet about "sex, not sox" is cheeky 1920s humor about what actually attracts women. Both pieces mock modern consumer culture and commercial values typical of Life's satirical approach.

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

75% of the cruiser feet of the Detroit Yacht Club are equipped with Kermath marine motors. 150 Here surely is a sweeping owner endorsement of a tg H.P. most glowing nature will find Kermaths in ever increasing numbers. It will pay you to get full information on this inter- nationally known boat engine. Write for illustrated catalog KERMATH .MANUFACTURING COMPANY 5870 Commonwealth Ave., Detroit, Michigan 9 King St. W., Toronto, Ontario KERMATH "A Kermath Always Runs™ $135 Ue dinner sea CWS... All speakers aren't ‘boring. We know of innumerable in- stances where PICK WICK was the subject of many pretty speeches. This delightful brew is rapidly becoming an essen- tial to all well set tables. And the beauty of it is its neu- trality in current issues. | Pickwick E and STOUT The Tang of Good Old Ale At the better Clubs, Hotels and Restaurants Bortled only at the brewery of HAFFENREFFER & CO., Boston Wherever you fnd experienced yachtsmen, there you $2300 | Necessary Qualifications MX friend Bloomsbury had certainly tried to make money. He started out as a real-estate salesman, but he lasted only a week. He could not have sold Manhattan Island to a Florida speculator for the orig- inal price of twenty-four dollars and a quart of whisky. Next he became a newspaper reporter and was fired within twenty-four hours. He was variously a bar- tender, a building superintendent, a street-car conductor, a bank clerk, a track walker, a bond salesman, sweeper, a trade paper editor, a chorus man, a janitor, a radio announcer, a tea taster, and I don’t know what else. He never held any job longer than ten days. You can imagine my surprise when I saw him yester- day stepping into a well-appointed motor. He was quietly but expensively dressed; his voice had the ring of authority; his presence was commanding, successful. “I am doing well,” he replied to my natural question. “I have been on the same job for some time and I am becoming financially independent.” “But,” I burst out, “you could never keep a job be- fore. What is it you have found to do? “Tam a model,” he answered with quiet pride. “I pose for pictures of captains of industry in the smart advertisements.” Sterling Patterson. street An Open Letter to Santa Claus DEAR SAINT: Now please don’t greet with glowers This faint aspersion on your powers; Your name and fame are too secure For word of mine to mar, I'm sure! But, none the less, it’s time, good elf, You took a tumble to yourself. If you possess (as many say) The gifts of kobold, sprite and fay, Your Yuletide gifts could show, I claim, Less meager evidence of same; Our air-mad age demands more proof Than merely hopping off the roof! Instead of sox which never fit (For instance), why not bring me Imagine Madge or Mary caring A holy hoot what hose I'm wearing! The guys who gather girls in flocks Achieve the feat with sex, not sox! ir”? Or possibly...but there! Enough; Digest my thought—and do your stuff, I've made it clear, throughout this screed, A miracle is what I need! So, trusting this will reach you duly, I am, dear Saint, yours very truly— Arthur M. Sherwood, Jr. The $2500.00 ALL-AMERICA TRAVEL CONTEST is omitted in this issue—but it will be resumed in the Dec. 8th issue of Lire and will continue every week from then on until the Contest closes on Feb. gth, 1928 read Life regularly ~ EVERY week! RMINAL PRINTING CORPORATION, GRCORLYI MEW YORE comicbooks.com 7