Life, 1928-11-23 · page 34 of 36
Life — November 23, 1928 — page 34: what you’re looking at
What you’re looking at
This page contains satirical commentary on 1920s social changes, particularly targeting modern courtship and declining traditions. **Main Cartoon ("Flapper" illustration):** Shows a young woman rejecting a suitor's marriage proposal. The caption suggests offering him a Murad cigarette instead—a humorous deflection of serious romantic intentions. This mocks the "flapper" generation's rejection of traditional marriage proposals. **"Sox Appeal" Article:** Satirizes new advertising campaigns targeting unmarried men, claiming their lack of garters makes them unattractive to women and employers. The piece critiques this manipulative marketing while acknowledging that younger men genuinely abandoned garters—reflecting how advertising exploits modern anxieties about masculinity and social acceptance. **"Decline of Chivalry" Poem:** Laments how modern conveniences (radios, automobiles) have replaced fraternal lodge membership and traditional masculine pursuits, reducing men to tinkerers rather than knights. Overall, the page humorously documents generational anxieties about rapidly changing social customs—women's independence, technology's impact on tradition, and advertising's growing power to shape behavior.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Cee nc cc ce aa nee EMOTIONAL THE LIFE OF MOMENTS A FLAPPER When he offers his hand and heart and banking account and you them... Offer © P- Lorillard Co., Eat. 1760 have no use for him a MURAD. IN THE Sunpay Scnoot life come into being started acting around shopping find yourself in stuffy rooms or crowded places, the pungent grance Smelling steadies the nerves, faintness and weariness. invigorating—a delight and com- Teacunr Igo on, Sven. Sven (embarrassed): And it was so, an’ it SAUTS At home, at the theatre, BEGINNING And God saul: “Let cthing awful. —Kasper (Stockholm). while or traveling, or if you ol Crown Lavender Salts clears the in, counteracts It is Sold everywhere. Schieffelin 170 William 8! lew York. THE DECLINE OF CHIVALRY “Membership in fraternal orders. is, b hit by the automobile and the radio.” @ lodge organiz Papa joined one lodge to be a Knight of This, And Papa joined another lodge to be a Knight of That; He spent his last dollar For a gilt horse collar, He mortgaged the homestead for a feather hat. What was the reason? You haven't far to seek— Every lodge amounted to one night out a week. rooster- Papa bought a radio and put it in the parlor, Papa bought a motor car and drove it all around; When he isn't driving, He's at work contriving How to fix the grid leak and regulate the sound. Day and night he's busy With ampere, watt and ohm— Tarnished is his knightly sword, for Papa's come back home! —S. K., in Spokane Spokesman-Review. “SOX APPEAL" Now come advertisements that point out the sad predicament of garterless gentlemen destined to go through life with No Sox Appeal.”* An ad reveals an ungartered unfortunate woo dering why the boss hasn't given hir And it's really so simple! He is sa maculate, except for those drooping hose. Next month he is hearing a beautiful lady say, “No, John—I like you, but somehow 1 just cant marry youl” Why, of course she couldn't! Any man so utterly devoid of sox appeal! , Three readers have said to this editor: “Have you noticed those ads, and aren't they inex cusably offensive, and why should a mans facturer be guilty of advertising like that?” We felt that way about it, too, at first. Then the Young Lady Across the Way happened to men. tion to us that four out of five of friends didn't wear garters any more. Look behind the "No Sox App and you observe an industry on the d Our fathers supported a thrivin, industry. We eliminated that. Our mothers went in for corsets. Our wives put a stop wo that nonsense. Now the young men of fourteen wo twenty-four have decided that the garter is neither decorative nor utilitarian. In another decade or so—who knows? Garters may join the muscum- pieces. So a campaign of launched at this garterless generation. “Young man, if you don’t wear ‘em, the women will be off you and your venerable employer will be offended."* That's good marksmanship. Sex and the two vulnerable spots in the armor ot ine difference assumed by molern you —Nighteap (Holden, Peters & Cla her boy “seare advertising AS PRONOUNCED “In November she will go to L Duchess of Vendome has inviti Leglong,’ a favorite of Bernhar —Denver Morni ndon, where the Prosascy a greater favorite of Bernhardt's than of the Denver Morning Post's.—New Yorker. “The Luxury Ships” M.V. SATURNI M.V. VULCANIA Sail Regularly to CANNES-NAPLES- TRIESTE also PRESIDENTE WILSON From Italy the Fleet of LLOYD TRIESTINO Offers a Splendid Service to comicbooks.com