Life, 1928-06-21 · page 32 of 38
Life — June 21, 1928 — page 32: what you’re looking at
What you’re looking at
This page is primarily **advertising and reader correspondence**, not political satire. The main content features a **Dentyne chewing gum advertisement** with a large photograph of a smiling man's face, emphasizing teeth whiteness. The ad's message—"keep them lustrous white"—reflects early 20th-century consumer culture's emphasis on personal grooming and appearance. Below are hotel and patent medicine ads typical of the era (Abbott's Bitters, Powers Hotel, Syracuse Hotel). The right column contains **reader letters to Life's editor**. One complains about the magazine's new cover designs by John Held Jr., preferring the old style. Another praises Life's editorial spirit, humor, and new visual design by W.A. Dwiggins, calling it smart and well-executed while denying it represents fundamental change—"a new dress" on the same magazine. The page reflects **1920s consumer advertising norms** and magazine reader engagement, not political commentary.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
30 Chew ENTYN ..and smile/ When you smile, it’s your teeth that people notice. Keep them lustrous white —be proud to show them in your smile. Dentyne is the delicious gum that keeps teeth white as pearls. Chew Dentyne... and smile! SYRACUSE,N.Y. VERY metropolitan service is provided in this new and modern 600 room hotel. All outside rooms—with bath. Rates from 3.00 up. Sample rooms 4.00 up. Excellent Dining Tones the Stomach Improves the Appetite Alds Digestion Sample of Bitters by mail 25 cts. Cc. W. ABBOTT & CO. wummem Recently modernized and Good Hotels 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 Baltimore, Md. BOW LEGS? Samsun Bend, Indians CATCHY COVERS To tHe Eprtor or Lire. Sir: I do not like the New Lire, | think the catchy covers by John Held Jr., and others very sis better than the present ones. Go back to the old style, Mrs. F. S. Spruttt, Rocky Mount, N. C, PLEASE READ THIS To tHe Eortor of Lire. Sir: For a number of years I have felt that I owe jee something more than the regular reading of cach issue; the obliga- tion to enjoy Lire, or the biennial $7.00, I know that I owe you a word of apprecia- tion for the intangible and fine things that you give me. It’s hard for me to tell just what these things are, for they're far more than theen- joyable entertainment of words and pic- tures. It’s your kindly and most charitable attitude toward us wayward human beings; it’s the humor of life and living; the bref and intelligent news of the theater; the benevolent spirit of the editorial page that puts the soul above our judgment—often selfish, narrow, impractical and immature. It’s the cartoons that leave no bitter feel- ing; the illustrations that would even give an iceberg feeling, and by men whom posterity will know as artists. It’s your freedom from causes, from _ brilliant editors with their impossible ego and in- tolerance; it’s your fresh air camp for children, and it’s your smartness which is neither apparent nor impossible. When I read the story of Coles Phillips by his wonderful mate I recognized all those fine characteristics that drew him to you, that caused him to want to do his fine things for Lire and that made them feel that Lire—the people responsible for it—were their priceless, lasting, unfailing friends. There's a spirit and soul to Lire thi is so real and warm and genuine, and it's this thing that I am trying to acknowl edge. Naturally I like the new dress. It is smart and it is exceedingly well done, if for no other reason than that it was done by an artist who couldn't turn out any thing that wasn’t just a little better than anything he had ever done before. It is easy to read—the design and typography are beautiful. I can’t help but feel that Dwiggins has gone further thas design and typography. He has the spirit of Lire and it seems to me that th “Neighborhood News” reflects the brik liant mind of Dr. Herman Piiterschein. “The New Lire” is a misnomer. It's Lire with a new dress. Lire should have comicbooks.com