Life, 1928-02-16 · page 36 of 38
Life — February 16, 1928 — page 36: what you’re looking at
What you’re looking at
This 1928 advertisement masquerades as editorial content. The cartoon depicts a young woman kicking her leg up in frustration while a formally-dressed man stands beside her, calmly lighting a cigarette. The caption reads: "When you take your fiancee, who lives forty miles from the city, to the theatre and a supper club, and then miss the last train that you assured her she'd be sure to make, be nonchalant, light a MURAD Cigarette." The satire targets masculine nonchalance and poor planning. The man has stranded his date far from home—a serious social transgression in the 1920s when unescorted women traveling late at night risked scandal. Rather than apologize or fix the situation, he responds with indifference, smoking a cigarette. The joke mocks both his callousness and the cigarette brand's implicit promise that smoking conveys sophistication and composure. The woman's exasperation (shown through her physical reaction) undercuts this pretense entirely.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
EMBARRASSING MOMENTS When you take your fiancee, who lives forty miles from the city, to the theatre and a supper club, and then miss the last train that you assured her she’d be sure to make, be nonchalant, light a MURAD Cigarette. © 1928, P. Lorillard Co., Est. 1760 ‘ No matter whether you plan to spend $300 or $3000, our specially prepared descriptive booklet, sent free on request, will be invaluable. Tours with escort. Independent Tours. Private Auto Tours. DEAN «DAWSON, Lea. 500 Fifth Ave., New York, N.Y. Established 57 years 40 European Offices PARIS ROME LONDON CAIR Books Received The Bridge of San Luis Rey. By penton Wilder (Albert & Charles oni). Tom Masson’s Book of Wit and Humor. By Thomas L. Masson (Sears), The Spirit of St. Louis. Edited by Charles Vale (Doran). My Pious Friends and Drunken Companions. Edited by Frank Shay (Macaulay). The Ugly Duchess. By Lion Feucht- wanger (Viking Press). The Imperial Orgy. By Edgar Saltus (The Modern Library). The Life of Jesus. By Ernest Renan (The Modern Library). Old Calabria. By Norman Doug- las (The Modern Library). Opera Synopses. By J. Walker McSpadden (Crowell). Hands Up! By Capini oR Ms Li U; My Kn ‘fairy Leapt Upon ly ec. By Bea Howe (Viking Press). Vequin Mrs. Pep’s Diary (Continued from page 22) bank to which their son Horace belongs, and it does seem to me a pity that the place is not open to the public, for the clam-juice cock- tails were finer than those from Sam's club, and the shoe-string po- tatoes different from and better than any I did ever eat in my life, being | cut flat like apple parings instead of round like matches, and had I the secret of their preparation I could turn many a table guest green with envy, which, after all, is not too worthy an ambition, but one indig- enous to the best of my sex. Home betimes, Sam bringing in a few cronies, and in pooling our concep- tions of life’s greatest tragedies Sam quoth, “That the achievement of near-beer is reached only through the de-alcoholization of the genuine article.” All the evening at home, reading in a fine book called “The House Made with Hands,” written anonymously, I know not why, for could I turn out anything half so good, I should have Sam dashing about town like Paul Revere. One minor point which pleased me in particular was a small boy’s com- ment on his first glimpse of his new infant sister: “When it’s bigger it can clean the rabbit hutch.” Baird Leonard. EW Version—All’s fair in love and Nicaragua. # FREE TRIAL Grows Hair AMAZING NEW ELECTRICAL DISCOVERY noted surgron has dlscovered an amazing way to called Dermo-Ray. Tn 30-days bo more Scalp are given acwiite- ‘Then within afew iGrurant new hair! The startling discovery of the Tasue by alcadiog surera Teo yeers cgube wasua- waasaety a car was weil bald. Today bis bair (s fuli and thick. FAMOUS SURGEON'S DISCOVERY Eases treatment, called Dermo- weeks, almost ties Institute 216 N. Wabash Ave., Dept, 182, Brad me eg once, without nout obtieation. fal sacpeer® my Name. comicbooks.com