Life, 1928-02-02 · page 4 of 38
Life — February 2, 1928 — page 4: what you’re looking at
What you’re looking at
This page is primarily an **Arrow Collars advertisement** (bottom half), not political satire. The ad uses social commentary as marketing, arguing that young people's fashion choices—particularly starched collars—reflect modern times and youthful spirit. The accompanying text (left side) makes a broader cultural point: that fashion and style among youth represent genuine social change, not mere fad-chasing. It suggests adopting "the language of the young" and their "carefree" attitude through clothing reflects the era's spirit. The illustration shows well-dressed figures in what appears to be a public setting, supporting the ad's thesis that proper dress signals sophistication and modernity. The right column contains unrelated brief news items and classified advertisements—typical Life magazine filler. This reflects 1920s consumer culture using generational commentary to sell products.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
It’s no haphazard coincidence that Talk and Looks have taken on the Campus air. It’s no catering to the whim of the moment that has led the old and the sedate to ape the young To adopt the language of the young, and the tactics of the young It’s the spirit of the times; The young people dress up—dress up to the occasion—the fashion—the changing times It’s their youth—their carefreeness—that gives them this love of good looking clothes They want the thing of today—today And today starched collars are the emblem of the smart ARROW COLLARS CLUETT, PEABODY & CO., Inc. ARROW SHIRTS COLLARS UNDERWEAR HANDKERCHIEFS A Nose for News “A PARIS divorce has been granted to William J. Fox of this city from Ella Barrett Gile Cox. They were mar. ried in Oak Park, IIL, in 1694.” —New York Evening Graphic, Well, she can’t say that he didn’t give her a fair trial. SL “...the Safety Zone markers on City Streets. Motorists have been warned not to hit pedestrians on White Spot.” —Columbus (Ohio) Dispatch, If they’re hit anywhere else, we suppose it will be counted a fair ball. LL “Fireman were called to Mound and Spring Streets this morning where an automobile caught fire from a crossed wife in the car.” —Coshocton (Ohio) Tribune. It must have been Red-Hot Mam- ma herself. LL “Mrs. Adele Whitney of the Powder Puff Beaut Parlor at No. 17 Locust St, will be temporarily closed Monday and Tuesday on account of painting but wil be open Wednesday, March 9.” —Santa Cruz (Cal.) Sentinel, Adele evidently takes her art seri- ously. LL “Loving—$3 per hour. We have strong, experienced young men to handle your goods. Wilmont Baggage & Transfer Co.” —Covington (Ky.) Nes. A very fair price, if you ask us. aL “Mrs. Huddleston, Long Beach mother, was the first woman of her sex to swim the Catalina Channel.” —Long Beach (Calif.) Sua, There seems to be one womanly woman left, thank Heaven. aL “For Sate—1926 Hupson Brovoun in first clash shape.” —Carrollton (Ohio) Chronicle. Take it or leave it! aL “Will gent who knocked lady down with Car at corner Old South Head Road and O'Brien Street, about 730 p.m. on Friday last, Call’ at 630 Old South Head Road.” —Bondi Daily, Sydney, Australia It sounds like the beginning of a pretty romance. “Clara Basscom, a five-year-old gray mare by Peter Scott and out of Grayla, was sold by Tommy Murphy at the Old Glory horse auction here yesterday for $15,000,000. Oliver Cabana Jr. of El mira, N. Y. was the purchaser.” —Glace Bay (Canada) Gazet'e. Who says “she ain’t what she used, to be"? L “Last Saturday afternoon at 3:30 Rev. E. H. Zipprodt, pastor of the Baptist church of this city, spoke the words that made George Mathis of Pinckneyville man and wife.” —Pinckneyville (Ill.) Advocate. A perfect companionate marriage! comicbooks.com aT