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Life, 1928-05-31 · page 32 of 34

Life — May 31, 1928 — page 32: what you’re looking at

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Life — May 31, 1928 — page 32: Life, 1928-05-31

What you’re looking at

This page contains a humor magazine mixing short jokes, reader letters, and advertisements—typical of Life's satirical format. **The main cartoon** (top) shows a child reassuring her father that his son swallowed a bug but is gargling with "Flit" (an insecticide brand). The joke plays on parental anxiety: instead of being alarmed, the child treats the situation as a minor pest-control problem, humorously inverting normal concern. **The reader letters** debate Life's recent "Burlesque Number"—one reader loved it, another found it tedious. This reflects how Life's humor divided audiences. **Notable is the plumbing industry complaint**: A trade bureau protests that Life published a joke "prejudice against the plumber," requesting the magazine avoid such stereotypes. This reveals early professional PR efforts to control media representation of trades. **Advertisements** for "Sport-Lite" driving lights and other products fill the remaining space, typical of magazine monetization then. The page overall captures 1920s-era humor sensibilities and the emerging tension between satirical publications and industries seeking favorable media coverage.

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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

“Don’t worry, Papa, Willie just swallowed a bug, and I’m having him gargle with Flit.” Advt. THIMBLE, THIMBLE Brown: Your wife is a very systematic woman, isn’t she? Jonus: Yes, very. She works on the theory that you can find whatever you want when you don't want it by looking where it wouldn't be if you did want it.—Wisconsin Telephone News, Max’s inhumanity to man makes count- less thousands.—College Humor. SAND LOT DAYS Tue Most disillusioning thing is to go back home | and discover that the distant fence over which you occasionally knocked the ball, when a boy, was only sixty-eight feet from home plate. —Detroit News. _ “By, the merest coincidence the two events coin- cided." —Evening Paper. How often this happens!—Punch. FLASHES FROM THE Spor The Optimist: “I can see good in anything.” The Motorist: “That so? Can you see good in driving at night without a SPORT-LITE?” UNITY MFG. CO. 2017S. Michigan Ave., Chicago, Ill. Please send information on SPORT-LITES. Make of car is. - za Name . Addres: CRY cee sneennnnvenvennsnnennernenensneee SUBIC csarerereneceneencene t-Li The ph seme on riving lights ec Longer, Stronger Beam easiest to operate. Most beautiful appearing — moder- ately priced. A standard acces- sory with most cars. Complies with legal restrictions in all states. DeLuxe size $25.00— small size $17.50. Fill out coupon for information, UNITY MFG. CO. 2017S. Michigan Ave. Chicago ) ; Ros es and Wor has | The mot! The Christe And the A BURLESQUE-LOVER The New To tHe Eprtor oF Lire. Sir: I have just finished reading your |‘ what Burlesque Number and I couldn't with. hold myself from taking my pen in hand |°°"* ue \ to congratulate you upon it. I laughed till | Real the tears ran down my face. Lee oe Mancuester Tooo West, | iin Ik OxtaHoma City, OKza. nd the Sw And the ON THE OTHER HAND To tHe Eorror or Lire. Sir: Knicker Miss Cayen! Your Burlesque Number is ter- rible. It may be an achievement to be as dull as all those magazines at once but don’t do it again! Not on your life! nor on my Lire! Marcaret WENTWortTH. New York Crry. WE MISSED THE APRIL 28TH ISSUE OF THE SATURDAY EVENING POST To tHe Enrtor oF Lire. Sir: A good friend of the Plumbing and Heating Industries Bureau has | brought to our attention a sketch, appear ing on pes’ 5 of your issue of April 26, in which a hackneyed and long ago dis- carded prejudice against the plumber is used as a basis for an alleged comic illus tration. I know too much about Lire and the enterprising and fair-minded policies of its editorial department not to believe that you will guard against a repetition of such unwarranted affronts at a trade. As you know, the Plumbing and Heat ing Industries Bureau, representing the combined manufacturing, wholesaling, and trade interests of the industries, did on April 28, through the Saturday Eve- ning Post,-launch a most comprehensive advertising campaigns whose purpose it is to bring to the public a new realizx tion of the importance of the Master Plumbers and Heating Contractors. | Prumsinc ano Heatine Inoustes | Bureav, per Hugh L, Wood. Evansvitte, Inv. (Nore: The New Lire, which matt its first appearance on May 10, *ai evoked an enormous amount of commttt. Some of our readers express approval q the new form; others condemn it flatly None of them, we're grateful to say, 6 pears to be lukewarm on the subject.) comicbooks.com