Life — April 11, 1930 — page 4: what you’re looking at

What you’re looking at

# A.B.A Cheques Advertisement This is primarily a **travel cheque advertisement** rather than political satire. The page features: **Main Image (top):** A traveler at what appears to be a bank or exchange counter, presenting A.B.A cheques to a clerk while other gentlemen wait. The dialogue humorously depicts the cheques' convenience—the clerk notes this is his third customer that morning and recalls cashing many during "the China run," confirming A.B.A's global acceptance. **The Product:** A.B.A (American Bankers Association) Certified Cheques—insured traveler's checks issued in denominations matching U.S. currency ($10, $20, $50, $100, $500). **The Appeal:** The advertisement emphasizes safety and convenience for international travel, positioning A.B.A cheques as "as good as gold, but much safer" for the business traveler. The right-side essay "New Suit" by Arthur L. Lippmann provides humorous social commentary on anxieties surrounding a new suit purchase—entirely separate from the advertisement.