Life, 1928-03-15 · page 34 of 34
Life — March 15, 1928 — page 34: what you’re looking at
What you’re looking at
This page primarily features a social commentary article about the decline of 1920s "flapper" culture by 1928. The flapper—a post-WWI phenomenon—was characterized by bobbed hair, short skirts, heavy makeup, public smoking, and deliberately shocking behavior meant to scandalize older generations. The article argues that the modern girl of 1928 hasn't abandoned these behaviors; she's simply refined them. Where the original flapper was crude and obvious—chewing gum loudly, drinking from flasks, puffing cigarettes ostentatiously—the contemporary young woman achieves the same ends with subtlety and polish. She drinks liquor from teacups rather than flasks, inhales cigarettes without theatrical puffing, and applies makeup evenly instead of crudely. The satire's point: moral standards haven't genuinely improved; young women have simply become more sophisticated at concealing their conduct. The article suggests society was fooled by surface-level changes rather than actual behavioral reform. The page also contains period advertisements and hotel listings, typical of Life magazine's revenue model.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
HOTEL ars SYRACUSE, N.Y. i Student TOUrs., Charterer red entertainment Write fo! literature. — curs in Lovers’ Lane. With exeek lent visibility you could see the Capj tol dome and beyond it the Wash. ington Monument, arriving at Boll- ing Field 20-25 minutes later. President Coolidge had returned to Washington; Charles E. Hughes (Evans!) remained in Cuba. The Mayflower faces west; most points of interest are toward the south and southeast. You saw the British, not French, Embassy. Gen- eral Lee lived in Arlington Mansion, Virginia. Lee House (two and one- half blocks from rear entrance of Mayflower) is a modern hotel. From the Mayflower to Capitol (about tro miles) you would not pass George- town University (two miles west of hotel), nor the Library of Congress (beyond the Capitol), nor any of the numerous street circles. Lincoln was assassinated in Ford’s Theatre (now Government recruiting station) and died at 516 Tenth St., N. W., just across the street. Smithsonian In- Stitution! Mt. Vernon boat docks in IWash- ington Channel and runs only in summer. The Tidal Basin is not a neerely, Martin Surpuerp, 21-5406 Conn. Ave, Chery Chase. D. C. The Passing of the Flapper Tur flapper was a post-war creation. Her hair overnight resembled a Hottea- tot’s; her skirts ended about her knees; she sneaked her brother's cigarettes and swore like a trooper. She chewed gum— great wads of it—vigorously and in- cessantly. Her make-up was as crude as a clown's. She was supposed to be “neck artist,” “booze hound” and “human smokestack.” The flapper wasn't half so. sophisti- cated as the present-day girl, smoother, more polished. Young 1928 uses more subtle methods, that is all, She wears black satin instead of cerise; she blends her rouge evenly; she inhales her cigarettes without puffing furiously. She dances gracefully to muffled jazz and drinks liquor quite as much as her prede- cessor, but from a teacup rather than a flask, She is more refined and veils her frank- Good VERY metropolitan service is provided in aye tudents : this new and modern 600 cities * FUFTE AVE ‘a & S52 room hotel, All, outside rooms—with bath. Rates — from 3.00 up. Sample rooms 4.00 up. Eacellent Dining Rooms HOTEL ROCHESTER, N.Y, Recently modernized and refurnished. Large rooms —new baths — lamps on beds. In heart of banking and business area. Noted for its hospitality and good food. 300 rooms from 2.25 up. Both under the direction of ROY P. BRAINARD Lavender Smelling Salts At home, at the theatre, while shopping or traveling, or if you find yor crow grance of Crown Smelling Salts clears the drain, steadies the nerves, counteracts faintness and weariness. It invigorating—a delight and com- Sold everywhere. Schieffelin + 170 William St., New York. THE OEVINNE MALLENMECK COMPANY, INC, PRONTERS, NEW YORK hess with artful politeness, takes life for granted and lives frankly and calmly, if not wisely. —Junivr League Mage Just in Time Tur Daraneo Mortier-ty-Law: Is your father at home? Lirtix Cursten: Father has gone out. “Gone out! And [saw him pl the window from the street.” “Yes, but he slipped down the fire es cape.”"—Nasper (Stockholm), “How would you like a little drink?” “Quick."—Annapolis Log. comicbooks.com