Life — April 3, 1931 — page 5: what you’re looking at

What you’re looking at

# Analysis of "Life" Magazine Cartoon This is an advertisement for Ivory Soap disguised as humor. Two children stand on soap boxes labeled "Ivory Soap - 99⁴⁄₁₀₀ Pure," appearing to perform or give speeches to an audience visible through a window. The caption reads: "But Mommy, Jimmy said maybe it would make a cover for Life!" The joke plays on double meaning: the children are using soap boxes (literal platforms) while also making a pun on "cover"—both a magazine cover and the soap's cleaning/covering properties. It's gentle satire of advertising's use of children and of Life magazine itself, while promoting Ivory's famous "99.44% pure" purity claim. The cartoon suggests even children recognize advertising's pretensions.