Life, 1929-08-09 · page 40 of 44
Life — August 9, 1929 — page 40: what you’re looking at
What you’re looking at
This is a charitable fundraising advertisement for Life's Fresh Air Fund, not a political cartoon. It uses social contrast to persuade readers to donate $25 to send urban children to summer camps. The appeal contrasts wealthy city dwellers (complaining about heat in offices, playing tennis, vacationing at shore) with poor tenement children on Avenue A suffering in brutal urban heat—sleeping in unventilated rooms, following ice wagons, crowding in steaming streets while schools close for "vacation" they cannot escape. The satire is gentle: the wealthy have already "paid that much for three bottles of Scotch or a Paris hat," so why not redirect that money to help children experience fresh air and nature? The photographs show idyllic camp scenes versus grim city streets, emphasizing what the donation provides: grass, clean water, good food, and sleep in fresh air—basics the poor lack. This reflects Progressive Era charity messaging (early 1900s), when Life magazine promoted social welfare causes among affluent readers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“You’ve paid that much for three bottles [ ,, of Scotch or a Paris hat” of Yes, it’s hot, BUT-— add Fes, York. It’s hot in your office. “Glory, Miss Heath, let’s clean up these letters so I can gei out A inet in the country.” —“‘Stifling, isn’t it? Phone Masters to meet me at the 4.10” —"Come at on, let’s go. We can get in a couple of sets of tennis and a swim before dinner.” Mrs H It’s hot in the country, But not too hot for golf and a shower. <r It’s hot at the shore where Mrs. Lee is sitting on the veranda in a three-ounce dress, Fdwar pondering the propriety of going into the ocean twice in one day. ce York Hot! You don’t know anything about it. Come down to Avenue A where there is : as some heat. Meet some of the kids. Here’s Jimmy. The back room where he sleeps Mrs. J never sees the sun but it’s like an oven. Nota breath stirring all night long. Those Olson : 3 lL. twins certainly look peaked. The flu nearly got them. See that drove of kids following Me the ice wagon. “Give us a little piece, Mister.” ‘Look out, there. Keep that baby on : = : Mts. | the sidewalk. Do you want him RUN OVER?” “sesh ' a Gutters steaming. Tired mothers leaning from tenement windows hoping for a " ; babel breeze. Brick, stone and asphalt absorbing and throwing back the flaming heat of the , BG sun, Street swarming with children. “Where in the world do they all come from?— per Oh, yes, schools are closed. It’s vacation.” The irony of vacation in the city streets. “EC In N * x B. | Now see what $25 will do— be Send us $25 and you'll be sending one of these boys or girls out to Life’s Fresh Air Ans Camps® for a real vacation. Send us $25 (you've paid that much for three bottles of * is Scotch or a Paris hat) and you'll be host for a few weeks to a youngster who will have, The 7 for once, a chance to play on the green grass, swim in clean water, eat all he wants of Miss | good food and sleep in the sweet fresh air. Send an extra dollar and we'll mail you a i ; snapshot of the individual boy or girl who is your guest. Ls. If you can’t manage the $25, send $5 or $2 or even a quarter. Every little helps, and believe it is needed. We've got to build a new swimming pool at the boys’ camp in A Fr Jersey. We've got to provide more beds and room for them, and good food costs money. Frank Then, again, perhaps you cashed in and would like to give yourself a break by endo yo ing a vacation, every summer, perpetually. You can do it for $500. We have quite a “fost few of these endowed vacations now. It’s a nice thing to do as a memorial to one’s own F. Se childhood. E Can we have your signature on the coupon—and on a check—as soon as poss Mrs, please. The money is urgently needed. a Lire’s Fresu Air Funp, Charles Dana Gibson, Pres. 5 - 598 Madison Ave., New York City us jel RM Anon . Coors The important coupon— Lane's Frist Aut Fux Me. 598 Madison Ave., New York heey GC L I P I T N OW ! I believe in girls. I believe in boys. I believe in fresh air, Here i is my check (money order or cash accepted too) for——— Mrs. *Life’s Fresh Air Fund maintains two camps—for Sending extra dollar for snapshot () mit girls, the Life Farm at Branchville, Conn.; for boys, . Harr at Pottersville, N. J. 1201 children had vacations last ass re year through the generosity of Life’s readers. Address___ Re Gs comicbooks.com