Life, 1929-03-01 · page 33 of 36
Life — March 1, 1929 — page 33: what you’re looking at
What you’re looking at
This page mixes book reviews with a full-page advertisement disguised as an editorial story. **The Main Content:** "The Story of a Wise Wife" is a Kaffee Hag Coffee advertisement presented as domestic advice. A wife solves her family's sleep problems by secretly switching to decaffeinated coffee. The "joke" is that her husband John doesn't notice the substitution—he simply sleeps better and attributes it to the coffee's quality, not realizing the caffeine has been removed. The narrative frames this deception as wifely wisdom. **The Satire:** The ad satirizes both gender roles and advertising itself. The "wise wife" manipulates her husband for his own good, while the advertisement uses narrative storytelling rather than direct sales pitch—a technique common in early 20th-century marketing that blurred editorial and advertising content. **The Smaller Comics:** Include two British humor pieces about unemployed workers and a salesman's frustration, reprinted from *Punch* magazine. The page reflects 1920s-30s advertising conventions where lifestyle narratives were used to normalize products.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Man tHE Mrracte Maker (Live- right), is Hendrik Van Loon’s history of invention in logical, understandable sequence of subject and language. The man is a genius at explaining things. If his drawings are featured beyond their merit, it is a permissible vanity. And at that, they have a curious vi- tality and effectiveness. The book is an enjoyable addition to anyone’s li- brary. And where there are children around to question and perplex, it is well nigh invaluable, well deserving a place next to Dr. Holt, and “The Story of Mankind.” eee Tue Daccer (Lippincott), by An- thony Wynne, is a detective tale which is much ado about nothing. It con- cerns a confusing series of murders too implausible and downright uninterest- ing to enlist the aid of the reader in solving them—a most necessary qual- ity in printed crime. eee Irvin Coss at His Best (Double- day-Doran), as you might guess, is a convenient reprint of several important contributions to humorous writing by this master of the knowing chuckle. Included are many you have read be- fore and will be glad to read again. Speaking of Operations .. . Eating in Two or Three Languages .. . The Life of The Party, and others. (The Confidential Guide to Books will be found om page 24) First Tratnep Frea: I’m jolly well fed up with this racket. Stconp Trainep Frea: Yeah, it’s enough to make a fellow go to the dogs. Satesstan (at last reaching breaking pein): You'll pardon my saying so, sir, neta hat you want—tt's a hairnet. | Punch (by permission) | ut it's The Story of a Wise Wife whose husband is named John For a long time she had realized that coffee was thieving the sleep of the family. But she hated even the thought of giving up the drink they all liked so much. And as for John—she knew he'd welcome the idea of a coffee substitute about as willingly as an operation! One day she read an advertise- ment — and that night a new brand of coffee came to dinner. It was delicious coffee—so good everybody took a second cup. And next morning, wonder of wonders! Even John remarked on the good night’s sleep he’d enjoyed! She, like a wise wife, merely made conversation. Not until a week later did she tell about the new coffee. It was Kaffee Hag Coffee —the coffee that lets you sleep be- cause it has 97% of the drug caffeine removed. Perhaps there’s someone in your family whom coffee makes ner- vous, Try this wonderful coffee. Kellogg’s* Kaffee Hag Coffee is a blend of the world’s finest coffees. Exceptionally mellow and delight- ful. With all the flavor and cheer you love, Real coffee! But it will not keep you awake nor affect nerves, Order a can from your dealer. Comes ground or in the bean, The original caffeine-free coffee. Try it at hotels, on diners. Or let us send you a generous sample can. Mail the coupon. KAFFEE HAG CORPORATION 1851 Davenport Ave., Cleveland, Ohio Please send me, postpaid, enough Kaffee Hag to make ten cups of good cotfee, I enclose ten cents (stamps or coin). KAFFEE HAG COFFEE The coffee that lets you sleep comicbooks.com