Life — June 7, 1928 — page 12: what you’re looking at

What you’re looking at

# The Rogers Campaign Page This is a satirical political advertisement for Will Rogers' fictional presidential campaign. The page mocks political conventions and campaign practices of the era. The central image shows a caricatured face (Rogers), labeled "Our Candidate: He Chews to Run"—a joke about Rogers' distinctive habit of chewing gum. The text claims the "Rogers Bunkless Party" will attract disaffected voters from both major parties. The satire targets typical campaign tactics: the page lists prominent supporters (Henry Ford, Babe Ruth, etc.) and claims the campaign won't buy votes or use "soft soap." It ridicules how political campaigns promise much while delivering little, suggesting Rogers—as an outsider humorist—offers an honest alternative to conventional politicians. The humor relies on readers' familiarity with Rogers as a public figure known for folksy commentary.