Life, 1927-12-08 · page 28 of 40
Life — December 8, 1927 — page 28: what you’re looking at
What you’re looking at
This is a **subscription advertisement**, not political satire. Life magazine—a weekly humor publication—markets gift subscriptions as Christmas presents. The page features two dogs in a photograph (top left), used as a cheerful, friendly visual to reinforce the magazine's brand identity as "happy—and gay—and friendly—and cheerful." The ad's sales pitch targets gift-givers: a Life subscription provides a year-long gift that repeats the Christmas message weekly. It promises recipients joy and laughter throughout 1928. The pricing structure offers flexibility (one-year or ten-week options at various domestic and international rates). The phrase "Obey that Generous Impulse!" uses mock-earnest language typical of 1920s advertising to encourage purchasing. **Context for modern readers**: Before streaming and digital media, magazine subscriptions were standard gift items, and Life's humor content made it a genuinely desirable present. The ad reflects pre-Depression consumer optimism.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
26 Life Merry (Christmas and Happy New Year who requests that Life be sent to you every Tuesday in 1928 Pre “Life” for a Friend— Means a Friend for Life! Here’s the solution of your Christmas problem: Send him—or her—or them—a_ subscription to America’s foremost) humorous magazine. It's a gift—that’s what L ek fe is—a gift that says “Merry Christmas’ on December 25th, and continues to repeat that message every week throughout the following year. L 1 fe is happy—and gay—and friendly—and cheerful. In every issue, it represents the true fulfillment of the Christmas spirit. Where can you find a more appropriate Christmas present—or a more welcome one? Each gift subscription to L i Le will be heralded by a beautifully colored Christmas card (reproduced above). Tt will announce to your friends that: you wish them joy on Christmas Day, and on every day that follows. Obey that Generous Impulse! l enclose $._ for subscriptions Please send LIFE | Please send LIFE to LIFE to be sent in my name. | for one year to | for one year to | ia | | | 1 | \ | | H ! x = One Year, $5.00 (Canadian, $5.80; Foreign $6.60) LIFE, 598 Madison Avenue, New York Ten Weeks, $1.00 (Canadian, $1.20; Foreign, $1.40) comicbooks.com