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Life, 1929-02-15 · page 34 of 44

Life — February 15, 1929 — page 34: what you’re looking at

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Life — February 15, 1929 — page 34: Life, 1929-02-15

What you’re looking at

This page is primarily **tourism advertising** for Southern California, disguised as editorial content. The large headline and accompanying photograph promote travel to Orange County and Southern California's attractions—mountains, beaches, golf courses, and mild weather. The text uses an enthusiastic narrator (likely a tour guide or travel agent) to pitch the region's benefits: year-round sunshine, no summer rain, excellent roads, and diverse scenery. The "Recommended" section and small cartoon (bottom right: "Cop: Carry your bag, mister?") appear to be standard Life magazine features unrelated to the main advertisement. The coupon at the bottom solicits readers' information to receive a promotional book. This represents early 20th-century **native advertising**—promotional content formatted to resemble genuine editorial matter rather than flagged as paid advertising. The goal is to drive tourism and development to the Los Angeles area during a period of regional economic expansion.

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

3 Life Sunny days. ..Snow peaks Orange Groves. _Evenpthing! “ARE the golf clubs in?—Did IO you get my brown bag and the camera?—Here's the TAXI! The trunks have gone haven't | they? Come on, boys, we've only half an hour for the train! “‘A'boar-r-r-d-d'!—Well, | we're off. And let me tell you, we're going to have alot of fun! The trip across the country is a liberal education andagoodrest | combined. “Butwaituntil wegothrough | the pass and into the orange |- country of Southern California. [7 You'll see mile-high mountains | and dozens of wonderful ocean | beacheswhere youcanenjoythe | sea breeze and the surf. You'll find the world’s fine& motor | roads—five thousand miles of them, smooth as boulevards — and through scenery suchas you have never seen! Boys and girls, you're GOING somewhere! “ Warm at night, did youask? | Summer is the native Californi- | an’s favorite season. You'll wear light wraps in the evening and sleep under blankets ninenights out of ten all summer in South- ern California—I'll almost promise that. The secret lies in the prevailing westerly winds thatblow across the cool Pacific. There are not the sametempera- ture variations between sum- mer and winter there as else- where. Andthereis nohumidity —no sultry days. “And yet, no rain all summer to spoil your game, motor trips, mountain hikes, picnics, horse back rides, or whatever else you think of doing. “Golf courses of the fines; cool, blue lakes a mile high in the mountains; Old Missions in ruins that make you think of Europe; a great desert like Sahara; moving pidture bands in the costumes of the world —there, in fa@, because almog the entire world is typified in Southern California.” Combine business with pleasure in this glorious summer trip. Los Angeles County will intere&t you with its remarkable develop- ment, its agricultural crops valued at $95,- 000,000 annually, its billion dollar oil in- du&ry. Mail coupon below to us. We will send a new book, “Southern California Through the Camera”—a work of art—73 large pic- tures in gravure showing magnificent scenery, sports, musical and social events. But remember, Southern California has no “season.” Go now or this summer. There is eS Mountains... Orange Groves... goed roads everywhere... and endless sunshine no better time. Special rates, May 15 until Oct. 15. For a little extra expense you may see the entire Pacific Coast . . . in one glorious trip. Southern California ‘avai as 1” oun owm aAuantca All-Year Club of Senthern California, Dept. 2-2, Chamber of Commerce Bldg., Les Angeles, Calif. Please send me your free book “Southern California Through the Camera.” Also booklets telling especiall: of the attractions in the counties which I have checked. COLos Angeles DOrange O Riverside CLos Angeles Sports ()Santa Barbara (Ventura - San Bernardino OSan Diego Name Street Cicy. | Warner barrassment when she discovers he is Poor, In the end she falls in love with her husband, and goes to jail to prove it, There is a theme song about “I Am Just a Bit of Driftwood” which is stuck in just where it will be most Annoying. During the scene in which Norma ad. mits her identity to the police in order to protect Johnny, this “Driftwood” thing comes dripping from behind the screen and mixes in with the action and sub. tides. As a result your attention is divided —the scene loses its potential value—and you feel like choking the singer who really had nothing to do with the dumb arrangement. Robert Leonard pulled a boner in direction when he allowed the camer man to get some head-on shots of Miss Shearer's you-know-what’s below the knee. Norma should stick to her drapes or keep ’em turned sideways when the camera’s looking. Universal will do “The Greenhorn Mi- lionaire” in Yiddish as well as English... and we hope you will be able to tell them apart... Harry Jolson, brother of Al, will | sing and talk in “The Minstrel Show” with Eddie Leonard also in cast. . . .Julins Rosenwald, Sears-Roebuck multi-millioa- aire, speaking in Fox Movietone, says most rich men are usually more lucky than intelligent... Ziegfeld’s “Showboat” will be movietoned with stars of original cast singing featured songs. .. pictures of Gus Sonnenberg winning wrestling championship from “Strangler” Lewis have divided sport writers in opinions as to legitimacy of Gus’s famous “fying tackles”... . Janet Gaynor, Charles Farrell | and Frank Borzage get together again in “The Lucky Star”... Fox will do one called “The One Woman Idea”... sounds like an original story. Recommended Ti Paramount; The Vitist, Metro-Goldwyn; The Barker, First’ National; The Patriot, Paramou: inging Fool, Warner Bros; Our Dancing Dat Metro-Goldwy ence, Paramount; Mar On, Pox; Sh Metro-Goldwyn; Home-coming, U. F. A.; Bros.;' Alias Jimmy’ Valentine, Goldwyn; The Woman Disputed, United Artists; Killing the Killer, U. F. A. he Shopworn Angel Now that the talkies are with vs Cecil de Mille’s assistants will be knowa as Yeth men. Cop: Carry your bag, mister? comicbooks.com