Life, 1928-08-02 · page 27 of 36
Life — August 2, 1928 — page 27: what you’re looking at
What you’re looking at
This page features a satirical cartoon about social etiquette. The main illustration shows two men meeting on a Boston street—one appearing to rush past the other while offering a cigarette (a "Murad" brand, prominently advertised). The joke concerns how to handle an awkward encounter with someone you know. The text advises: when you accidentally "run down a friend," don't explain or apologize. Instead, remain casual ("nonchalant") and offer them a cigarette as if nothing happened. This reflects early 20th-century social conventions where offering a cigarette served as a smoothing-over gesture—a way to reset an uncomfortable social moment through casualness rather than direct acknowledgment. The humor lies in the absurdity of pretending to ignore the rudeness while performing a small courtesy. The cartoon is essentially product placement wrapped in etiquette humor, using social anxiety as a vehicle to advertise Murad cigarettes to Life magazine's middle-class readers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Lires Camps for Needy Children The Hot Wave and the Seventh Heaven First— Trruisce, scorching, midsummer heat. Sweltering tenements. Roaring traffic. Within the tenement rooms—illness, trouble, despair. Neglected children. Little boys and girls panting on the breathless streets, appealing to us for help. Then— Sermement Houses, Welfare Workers, Hospitals, Charitable Organizations, and Lirt’s Camps for Needy Children. Magic words scribbled on slips of paper and clutched in childish hands—and the pitiful, white-faced youngsters know that they have friends somewhere, that they will be taken to the country for eighteen golden and glorious days. Big railway stations — capable, com- | panionable counselors—great excitement —a wonderful journey into the green world of the open country. Finally Porrersvitte, New Jersey (Lire’s Camp for Boys). Brown roads—farms—cows— horses—fields—more brown roads—The Camp! Branchville, Connecticut (Lire’s Camp for Girls). Sweet, lush meadows—rolling hills—cool woods! At both places, big airy Camp build- ings — mess halls — dormitories — play rooms. A swiniming pool. A real brook and a swimming hole with a chute, Scouting — nature hikes — swimming H lessons—three days and the most timid litte city sparrow is paddling around like a duck. Sleeping tents. The great adventure! Gentle care—constructive play—scien- the supervision, Indian lore—Indian pageants—patri- otic plays — baseball — story hours — games—amateur concerts where amazing tlent leaps into being. _The camp calf—utterly loved—infi- nitely patient—true pal (see page 32). Careful physical examinations—extra fatons for undernourished and nervous children from. the poorer city quarters. Lots of fresh vegetables, rich milk and bread and butter for all. Extra pounds appearing on thin little bodies. Tan on pallid little faces, Laughter in fright- ened little hearts. (Please turn to page 30) EMBARRASSING MOMENTS When you run down a friend . . . don’t explain . don’t apologize . . . be nonchalant . . » light a MURAD... and offer him one too. DEFRAUDED Every morning for two years a young man had given a penny to the beggar at the crossing. | dencies in film production came from the balcony One morning he said: “This is the last time | the other night, during the showing of a shall be able to give you anything, Tom, I'm|‘‘wiangle’* drama, in a. three-year-old treble: going away to get marricd.”* “Ma, where's Harold Lloyd ?""—Detroit News “What!"* said the begs married!—at my expense?” —London Evening News. NOT SO SPEEDY Tit stosr penetrating criticism of current ten- “You are getting ae No man is a hero to his dentist. —Louisville Times. Reddy Tees last longer. Made in one piece of tough white birch, they are hard to split or chip. Sold every- where. Red or yellow. 18 for 25c. THE REDDY ™ eee. us. var. Be sure you get the original and genuine comicbooks.com