Life, 1929-06-14 · page 42 of 44
Life — June 14, 1929 — page 42: what you’re looking at
What you’re looking at
This page blends advertising with light social satire typical of 1920s Life magazine. The "Dear, Dead Days" article satirizes changing social norms around women smoking. It nostalgically contrasts the 1880s, when ladies had to secretly bribe boys to fetch cigarettes hidden in paper bags, with the modern era where women openly prefer mild cigarettes. The Melachrino cigarette ad leverages this commentary, marketing "mild" cigarettes as modern and sophisticated. The main cartoon jokes about Life magazine's indispensability—asking readers if they're "getting the most out of Life?" It plays on the dual meaning: Life as the magazine versus life itself. The subscription rates ($1-$5) suggest the magazine is essential to a complete existence. A smaller cartoon (bottom right) shows a humorous "fix" for an old car ("flivver")—attaching an exercise belt to the engine as if it needs fitness. The page also announces Life's title-writing contest ($1000 prize) for a picture on page 19, which readers cannot see here.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
In the Elegant Eighties a /ady when she wanted to smoke, bribed a small boy to fetch her secretly a package of cigarettes, discreetly wrapped up in a paper bag to deceive the neighbors. Only in the privacy of her chamber dared she enjoy the sweet fragrance—made doubly delicious by the mystery. These naughty carryings-on, alas, have gone the way of bustles, but the modern woman more than ever prefers a mild cigarette, slow-burning and cool. That's why, since 1879, Melachrinos have made thousands of new friends each succeeding year. Do You Play Bridge? Then Cli ‘ou Play Bridge? Then Clip lemen: Please send me your M: chrino-Bridge offer of Ul) © M. chrino Cigarettes —Cork tips. S CIGARETTES 1879-1929 — 50 YEARS A LEADER QUALITY STANDS THE TEST OF TIME two packs of the famous gilt-edge Congress Cards, free of any Sdvertising, bearing my monogram, ic valon, for which enclose my STRAW TIPS cheek for $2.60. a CORK TIPS PLAIN ENDS. 10 for 15¢ Large Size 30c Are you getting the most out of Life? Or is that certain indefinable something missing P bs . . Dear LiFe: ON. Why, of course it is! My existence “< j c is incomplete. It’s Life! Send me Lire for weeks. Life 10 weeks—$1.00 20 weeks—$2.00 l year — $5.00 Lire’s Title Contest (See Page 19) CONDITIONS Lire will pay $1000 in prizes for the best titles for the picture on Page 19. By “best” is meant the cleverest and shortest. The Editors of Lire will be the judges. Titles may be original or quotations from well known authors. They must not exceed twenty words. Contestants may submit as many titles as they wish, but none will be returned. The contest is now open to every- body and will close midnight July 31, Should two or more persons submit the same winning title, cach one will be awarded the full amount of the prize tied for. The final award will be announced as early as possible after the close of the contest and checks will be sent simultaneously with the announcement of the awards, Address all titles to Lire’s Title Con test, 598 Madison Avenue, New York, N. CONTEST CLOSES JULY 31. What to do with an old flivver—just snap on the exercise belt and start engine. comicbooks.com