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Life, 1929-04-12 · page 42 of 44

Life — April 12, 1929 — page 42: what you’re looking at

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Life — April 12, 1929 — page 42: Life, 1929-04-12

What you’re looking at

This page contains two separate advertisements disguised as editorial content, typical of 1920s Life magazine satire. **Main Advertisement (Top):** Actor Richard Barthelmess endorses Old Gold cigarettes by joking about "talkies" (early sound films). The humor plays on a real problem: when movies transitioned from silent to sound in the late 1920s, studios discovered that ANY noise—including coughs—ruined recordings. Barthelmess quips that Old Golds are now "the order of the day" in Hollywood because they don't make you cough, solving this technical headache. **Bottom Advertisement:** A simple cartoon jokes about a gardener's horseradish plant having "the heaves" (a respiratory disease in horses)—absurdist humor treating a vegetable like a sick animal. Both ads use humor and celebrity endorsement to sell products by appearing witty rather than promotional, reflecting Life's satirical advertising approach of the era.

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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

ee Please pardon my frown... but some one in the studio just coughed . « - and spoiled our love scene” “They've often called the movies ‘the silent drama.’ But there isn’t much silence during the making of a movie. "It’s in the making of a ‘talkie’ that stadio silence is required. No one is al- lowed to make any noise, but the play- era. For the slightest sound registers on the sensitive recording mechanism. And an uninvited cough is a calamity. “The other day someone coughed dur- ing the recording of a love scene. Since then OLD Cops are the order of the day. For as all Hollywood knows, there’s not a cough in a film-fal.” (SIGNED) a cough in a carload? OLD COLD cigarettes are blended from HEART-LEAF tobacco, the finest Nature grows..: Selected for silkiness and ripe- ness from the heart of the tobacco plant . ++ Aged and mellowed extra long ina temperature of mid-July sunshine to in- sure that honey-like smoothness, eat a chocolate, light an Old Gold, and enjoy both! RICHARD BARTHELMESS ring in the First National- masterpiece “Weary which Mr. Barthelmess adds to his laurels with a voice of rare dramatic quality, ON YOUR RADIO... OLD CoLD PAUL WHITEMAN HOUR Paul Whiteman . . . King of Jazs, with his complete orchestra . . . broadcasts the OLD COLD hour every Tuesday, from 9 to 10 P. M., Eastern Standard Time, over entire network of Columbia Broadeasting System. © P, Lerlard Co., Bat. 1700 GARDENER: This is serious, Amanda. “What is it?” “The horseradish has the heaves! Statement of the ownership, management, circulation, ete., required by the Act of Con- gress of August 24, 1912, of LIFE, published weekly at New York, N. Y., for April 1 1929, State of New York, County of New York. Before me, a notary public in and for the State and county aforesaid, personally ap. peared Henry A. Richter, who having been duly sworn according to law, deposes and ays that is the business manager of IFE, and that the following is, to the bet of his knowledge and belief, a true statement of the ownership, management, etc., of the aforesaid publication for the date shown in the above caption, required by the Act of August 24, 1912, embodied in section 411. Postal Laws and Regulations. To wit: (1) ‘That the names and addresses of the pub- lisher, editor, managing editor, and business manager are: Publisher, Life Publishing Co., 598 Madison Avenue, New York, Y. Editor, Charles Dana’ Gibeon, 59: Avenue, New York, N.Y. M. Norman Anthony, 598 Madison Avenue, N; York, N. Y. Business Manager, Henry A 598 Madison Avenue, ‘New York (2) That the owners are: Life Pub: naging lishing Company, 598 Madison Avenue, New York, N. Gibsor N. Y. New Madi Stockholders: Charles Dana 598 Madison Avenue, New York, Irene L. Gibson, 698 Madison Avenue. York, N. Y.; Langhorne Gibson, 594 n Avenue, New York, N. Y.; Edw. §. ‘ork, N. Y. holders, mortgagees and other security hold. ers owning or holding one per cent. or mor of total amount of bonds, mortgages, or other securities are: None. (4) That the two para- graphs next above, giving the names of the owners, stockholders, and security holders, if any, contain not only the list of stockholders and security holders as they appear upon the ks of the company, but also in cases where the stockholder or security holder ap- pears upon the books of the company as trustee or in any other fiduciary relation, the name of the person or corporation for which trustee is acting, is given; also that the said two paragraphs contain statements embracing affiant’s full knowledge and belief as to the circumstances and conditions under which stockholders and security holders who do not appear upon the books of the company as trustees, hold stock and securities in a capac. ity other than that of a bona fide owner: and this affiant has no reason to believe that any other person, association, or corpo- has any interest direct or indirect in id stock, bonds or other securities th: as so stated by him. Henry A. Richter. (: nature of Business Manager.) Sworn to subscribed before me this 23rd day of March, ) Nau, Notary Publi New York County No. 60; New York Register No. 0-59. My commission expires March 30, 1930, =——"_a— Those Who Dance.. ‘UST pay the piper—and all who suffer the misery of dancing innew or tight shoes know it. But why suffer such misery? Ifyou shake into your shoes some Allen’s Foot =Ease you can dance all night in comfort. This antiseptic, healing powder for the feet takes the friction from the shoes, soothes hot, tired, aching, perspiring feet and makes walking or dancing areal joy. People who enjoy foot comfort are using Allen's Foot Ease daily. Try it. Sold at all Drug and Toilet Goods coun- ters. For Free trial package and a Foot Ease Walking Doll address Allen's Foot Ease, LeRoy, New York. Allen's Foot-Ease AT DRUGGISTS comicbooks.com