Life, 1928-10-12 · page 44 of 44
Life — October 12, 1928 — page 44: what you’re looking at
What you’re looking at
This is primarily a **tourism advertisement**, not satirical content. It promotes Hawaii as an exotic vacation destination to mainland Americans, emphasizing contrast with winter climates. **Key selling points:** - Year-round warm weather (65-85°F) versus snowstorms "at home" - Water sports (surfing, outrigger canoes) presented as thrilling novelties - Affordable pricing ($400-500 round trip) - Accessible travel via established steamship lines (Lassco and Matson) - No customs complications **Historical context:** This appears to be pre-WWII era advertising, when Hawaii was an accessible but still-exotic U.S. territory. The silhouetted surfer and tropical imagery positioned Hawaii as an adventure destination for middle-class Americans seeking escape from harsh winters and urban routine. The "thrill" rhetoric and emphasis on ease of travel reflect early 20th-century tourism marketing strategies targeting Americans with disposable income. Hawaii is sold as simultaneously foreign-feeling yet safely American (no customs issues).
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Race the surfboards in your outrigger canoe at Waikiki! Flying spray hisses underfoot —a warm speeding wave is head- high behind you — A few breathless, exultant moments and you're laughing on the beach! Your spirits have found a new door opened —a new thrill in living! Vacation-time, in Hawaii, is every month in the year. And every day there are things to do that you've never done before. Delightfully lazy ways to do HAWAII nothing at all, where you can count on a thermometer that stays below 85° in summer and above 65° all winter. Perhaps it's winter-time—but you stepped from pajamas to bathing suit this morning and let a warm green breaker bowl you over. Your morning paper tells of the snowstorm at home —and here you are witha slice of sun- ripened pineapple fresh from the fields for breakfast! From water sports in the warm winter to tennis in cool mid-summer, you will find Hawaii always offering you pleasant days filled with novel World’s New Island Playground entertainment and new interests. The round trip from the Pacific Coast, 2,000 miles each way, need not cost more than $400 or $500 including all steamer fares and your hotels and inter-island sightseeing foratwo weeks’ stay. You can even go for less—or stay longer —or, of course, pay whatever you like for de luxe accommodations equal to those of Europe's most re- nowned resorts. Ask your local travel or ticket agent. He can book you direct, via San Fran- cisco, Los Angeles, Seattle or Vancouver, B. C. No customs formalities. Lassco Line from Los ANGELES Sailings every Saturday over the delightful Southern route on Lassco luxury liners and popular cabin cruisers. De luxe accommodations; also economy tours on all-expense tickets. Ask at any authorized agency or at your nearest Los Angeles Steamship Company office: 730 South Broadway, Los Angeles; 505 Fifth Avenue, New York; 140 South Dear- born, Chicago; 685 Market Street., San Francisco; 217 510 W. Sixth St., Los Angeles; 814 Second Ave., Seattle; East Broadway, San Diego, Calit. 82% Fourth St., Portland, Ore. For ilustrated booklet in colors and a copy of “‘Tourfax" travel guide, mail this coupon to MAWAIT TOURIST BUREAU P. 0. Box 3615, San Francisco; or P,,O. Box 375, Les Angeles; or P. O. Box 2120, Honolulu, Hawa: comicbooks.com MATSON Ling from SAN FRANCISCO Sailings every Wednesday, and every other Saturday, over smooth balmy seas on famous Matson ships. Fast de luxe steamers and popular one-class liners. Regular sailings also from Seattle. Attractive all-expense shore trips. Sce your travel agency or Matson Line: 215 Market St., San Francisco; 535 Fifth Ave., New York; 140 So. Dearborn, Chicago;