Life, 1929-03-15 · page 36 of 44
Life — March 15, 1929 — page 36: what you’re looking at
What you’re looking at
This Life magazine page contains a **W.C. Fields advertisement** for Old Gold cigarettes featuring the famous comedian. The joke plays on theater etiquette: Fields humorously offers to bribe a coughing audience member with cigarettes to stop disrupting the show, then claims he'd "never said" such a thing—though of course he just did in the ad itself. The ad's premise satirizes both **inconsiderate theater behavior** (coughing during performances) and **cigarette marketing tactics** of the 1920s-30s, which often made dubious health claims. The irony is thick: Fields suggests cigarettes prevent coughs while simultaneously using audience disruption as his sales hook. The page also reviews actor George Jessel's film, mocking his overwrought sentimentality and use of Yiddish ("Shlimiel") for cheap laughs with New York audiences.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
34 Life “If the cougher in the 4» row will come to the stage door...there’s a carton of Old Golds waiting for him!” Ww. C. FIELDS Comedian Extraordioa- ry lately featured inEarl Carroll's “Vanities.” “Of course, I've never said the above! But how I've been tempted to! It isn't good cricket to publicly embarrass a cougher. He isn’t barking on purpose. He needs quiet, friendly counsel. He should, in confidence, be told to smoke OLp Goins, For, from my own experience with this smooth and throat-easy cigarette, | don't believe there’s a cough ful of them.” a capacity house- (SIGNED) not a cough in a carload? rettes are blended from HEAKT- he finest Nature gro Se lected for silkiness and ripearss from the heart of the tobacco plant... Aged a extra long in a tempersture of mid-, mellowed to insure that honey-like smoothness, On Your Radio MAN HOUR, and bis complete orebes + OLD GOLD PAUL WIITE- a, King of Jazz, eat a chocolate, light an Old Gold, and enjoy both! © PF Lorthard Oo. Bat, 1109 Movies (Continued from Page 25) provide the same public appeal that Al Jolson registered for Warner Brothers in “The Jazz Singer” and “The Singing Fool”. Mr. Jessel comes as close to the Jolson performances as the Boston Braves came to winning the 1928 pennant. The picture was aimed primarily at New York audiences. How do I know? The word Shlimiel is used twice, and that word always gets a laugh out of at least fifty per cent of any New York movie audience. The story is all about Mother Love, with the tremolo stop pulled wide open all the way. We all appreciate and enjoy the mother appeal in films, but when it is used as bait to gain our sympathy in a picture which does not deserve any sympathy, we naturally re- sent it. Every few minutes Mr. Jessel steps up to within a few feet of the camera and sings a song entitled, “In My Mother's Eyes” (pronounced by Mr. Jessel, “In My Motherth Eyeth.”) Then there is a scene on a train dur- ing which Mr. Jessel finds a gray- haired lady trying to climb into an upper berth, and he insists that she take his compartment. The same fellow who sheds a tear over this in. cident would think you were a sap if he saw you offer a lady your sear in the subway. N ADDITION to the plugging of his mother song, Mr. Jessel also sings “My Bouquet of Memories” and “My Blackbirds Are Bluebirds Now,” He puts over the sentimental ones well enough (except for the lisp) but his Jazz number is not so hot. After George has gained success as a cabaret singer, he falls in love with a society girl and visits her at her swell New York home. The gal leads him into the perfectly appointed draw. ing room where a rubber of bridge is being played by some swanky guests, “Ladies and gentlemen,” says she, “I would like to present Mr. Jessel”... and the members of the upper crus stare coldly, then lean toward one another and go into the “who-is-his. person” pantomime. This, of course, proves that they are exclusive society people. But is George downhearted when they fail to give him a tumble? Don’t be silly. He walks right over ntleman wearing a monocle and tells him which card to play next. A little later George remarks that the ruby ring his sweetheart’s sister is wearing must have cost a lot of money. The ring had been given her by her lover, but she had told her DANDRUFF A Sure Way to End It There is one sure way that never fails to re- move dandruff completely, and that is todissolve it. Then you destroy it entirely. To do this, just apply'a little Liquid Arvon at night before retiring; use enough to moisten the scalp and rub it in gently with the finger tips. By morning, most, if not all, of your dandraff will be gone, and two or three more applications will completely dissolve and entirely destroy every single sign and trace of it, no matter how much dandruff you may have. You will find, too, that all itching of the scalp will stop instantly and your hair will be lustrous, glossy, silky and soft, and look and feel a hun- dred times better. You can get Liquid Arvon at any drug store, and a four ounce bottle is all you will need. pi simple remedy has never been known to comicbooks.com