Life, 1928-05-03 · page 29 of 46
Life — May 3, 1928 — page 29: what you’re looking at
What you’re looking at
This is a satirical piece mocking the cultural obsession with silent film star Clara Bow in the 1920s. The article uses mock-serious language (parodying religious publications like *Christian Herald*) to ridicule how churchmen were discussing her films. The joke centers on a domestic anecdote: a man unexpectedly wants to see a Clara Bow picture, which so alarms his wife that she forbids him from going—fearing her husband has fallen under Bow's spell. The satire targets both the intense fan devotion to Bow and the anxiety about cinema's moral influence on audiences, particularly men. The second section, "Turf Dope," similarly mocks church circles obsessing over Kentucky Derby betting predictions, suggesting that congregants were equally preoccupied with horse racing as they were with cinema. The overall message: despite churches' moral concerns about entertainment and vice, churchgoers themselves were deeply invested in both popular culture and gambling—revealing hypocrisy in religious institutions' positions on worldly pleasures.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Deity Miss Clara Bow, Bright Particular Star of Paramount Pictures, and the sub- ject of our little “Talk-Fest” this week. GREAT many churchmen are A spending a great deal of time these s thinking about Clara Bow. This dainty little lady, who stars in Paramount Pictures (and remember, my friends, if it’s a Paramount Picture it’s the best show in town, if it’s that kind of town)—this dainty little lady has captivated the hearts of all who like to look behind the mere shadows that prance and pirouette upon the silver screen and search the depths of the souls that lurk behind those shadows. HO has not thrilled inwardly to the charm of little Miss Bow’s pranks in such photoplays as “It,” “Get Your Man” and “Red Hair"? Who has not sensed the significant message conveyed in these delicious barlequinades of youth? Who, having known her, is not just alittle bit better equipped to meet the problems and concerns that confront us from day to day? Clara Bow comes to us like a breath With Apologies to Christian Herald 27 The Message of Clara Bow How One Man Heard That Message and What He Did About It of fresh air at a time when the lungs of civilization are clogged with the accumulated back- wash of centuries of age-old traditions, age-old concepts, age-old dogmas. She has proved that you can teach an old dogma new tricks! HE significance of Clara Bow is best illustrated by an episode in the home life of a friend of mine who lives in a city not far from here. My friend and his good wife were seated by their fireside on a winter's evening not long ago. He was reading the evening paper; she was think- ing over the events of the day. Suddenly my friend laid aside his paper and looked across at his “better half.” “My dear,” said he, “it is much too fine an evening to spend indoors. The moon is at the full and a pleasant breeze has come up. So let us put on our hats and coats and go to the moving picture show.” OW, it wasn’t like my friend to offer such a suggestion. Indeed, many of us have chided him because of his total indiffer- ence to the world of make-believe that is called the silent drama. Thus, his wife’s suspicions were aroused. “What's the pic- ture to-day?” she asked. “T'm blessed if I know,” responded my friend, good- naturedly. “But it’s bound to be en- tertaining, and we can have a frosted chocolate malted milk or what you will afterward.” “Look in the paper and see what it is,” commanded his wife, and it was obvious that she meant just what she said. So my friend turned to the theatrical column, “It’s a picture called ‘Red Hair,’” he told her. “Who's in it?” she asked, and again he consulted his paper. “Someone named Clara Bow,” said he. “Oh!” exclaimed his wife. “So that’s why you want us to put on our hats and coats and go to the moving picture show!” And_ that foolish woman added, “You don't leave this house to see any Clara Bow pictures— not while J keep my health!” ND sure enough, my friend stayed at home that evening and listened to the Clicquot Club Eskimos over the radio! Turf Dope EEDLESS to say, the main topic of conversation in church circles these days is the Kentucky Derby— the historic classic which is so soon to be run on the well-known turf of Churchill Downs. “Which horse is going to win?” and “What are the odds?” are questions that are being heard on all sides— and while it is virtually impossible at this date to find a satisfactory answer for these queries, still those church- men who keep their eyes open and weigh carefully all the varying aspects of the current dope will have the best chance of cashing in. It is safe to assume, however, that the crowds that gather from North, South, East and West at Churchill Downs will see as sweet a field of fillies as was ever assembled on one track. We're making no predictions; like the colored gentle- man in the story, we're “sayin’ nothing and sawin’ wood.” But just the same, we're going to be in there hurrahing for “Petee-Wrack” (to win), “Hot Toddy” (place) and “Distraction” (show)—and if these steppers don't finish in the money, we know of one mission in French Indo- China that won't get a new swimming-pool this year. “The Clocker.” comicbooks.com