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Life, 1929-05-24 · page 34 of 36

Life — May 24, 1929 — page 34: what you’re looking at

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Life — May 24, 1929 — page 34: Life, 1929-05-24

What you’re looking at

This page is primarily **advertising**, not satire or political commentary. It features two major ads: **Hodgson Houses**: A prefabricated home company using the metaphor of magic ("wave a wand") to suggest effortless, rapid home construction. The pitch emphasizes speed, simplicity, and customization—homes arrive in sections and assemble without skilled labor. **Melachrino Cigarettes**: An advertisement playing on social aspiration, with the tagline "the cigarette of New York's elite." The cartoon shows two well-dressed men in what appears to be an exclusive club setting, establishing Melachrino as a luxury product. A bridge-player promotion coupon offers cigarettes bundled with elegant score pads and gilt-edged cards. The page also contains a **movie review** (continuing from page 23) discussing "The Desert Song," critiquing actor John Boles and other performers. There is no political satire here—this is a standard 1920s magazine page blending consumer advertising with entertainment coverage.

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

YOU CAN WAVE A WAND and the summer home of your dreams ° will spring up overnight! You'd almost think there was some sleight-of-hand about it—the ease and speed with which your Hodgson House springs up... into complete archi- tectural harmony with its surroundings —seaside, lake or mountains. Without denefit of contractors, estimates, litter and fuss, the Hodgson House is finished almost before it’s begun. We build Hodgson Houses in sections, carefully, sturdily. These sections are shipped to you finished, ready to erect. Without the aid of skilled labor you can have your home finished in a few days. Or, if you prefer, we will send a construction foreman who will super- vise all details of erecting. Whether you're considering a spa- cious living-room with open fireplace, several bedrooms, two baths—or a simple bungalow to use as a shoot- ing lodge—you're sure to find a plan in the Hodgson booklet that realizes your mental picture. And whenever you want, you can quickly enlarge your house without spoiling the plan. Our free booklet L will show you many of the Hodgson Houses now in use at exclusive vacation resorts, to- gether with prices and complete infor- mation. Send for booklet L today. It also pictures and prices furnishings and lawn and garden equipment—bird houses, dog kennels, arbors, poultry houses, etc. Write to E. F. Hodgson Co., 1108 Commonwealth Ave., Boston; 6 East 39th St., New York City. Also a branch at Bradenton, Florida. HODGSON Houses A ‘B/T" OF DISTINCTION MELACHRINO © The Union Tobacco Compan? ‘So this is where you meet the elite of New York?” "Yes—and the cigarette of New York's elite— MELACHRINO!” 1879-1929 30 YEARS A LEADER + SIGE TES STRAW TIPS CORK TIPS PLAINENDS 10 FoR 15¢ LARGE SIzB 30C Do You Play Bridge? Then Clip this Coupon. ‘Tue UNION Tosacco ComPANy ‘311 Fifth Avenue, New York City Gentlemen: 1am a bridee player and would like co have your Melachrino-Bridge offer of (1) 60 Melachrino Cigarettes—Cork tips, Straw tips and Plain ends, 42) the score-pad with’the latest rules of contract bridge (3) rwo packs of the famous gilt-edge Con- ress Cards, fret of any advertuine, beatiog my monogram—$4.75 value, for which I enclose my check for $2.50. M, 5-24-29 DO UNG: Address, QUALITY STANDS THE TEST OF TIME Movies (Continued from Page 23) erettas will have to decide whether the plot or the music is to be made incidental, and we hope that they may not find it advisable to sacrifice the scope and mobility offered by the mo- vies for the sake of creating an ar. tificial atmosphere to suit the music The performance of John Boles as the romantic Red Shadow is the out- standing feature of “The Desert Song.” This handsome young Texan who was formerly Geraldine Farrar's leading man in light opera, has an enjoyable voice and an engaging screen person- ality. We do wish, however, that the director could have devised a more convincing method for Mr. Boles to make the costume changes necessary in his dual réle. He poses as a weak. minded, stammering boy, whereas he is, in reality, the Red Shadow, fear- less leader of a little band of Arab outlaws, In shifting from one char- acter to the other, Mr. Boles is forced to sneak off stage several times and slip on the Arab disguise. This bit of business is reminiscent of the quick- change artist who used to play Uncle Tom's Cabin singlehanded with the aid of a couple of screens . . . and the last time Mr. Boles makes his exit there is a noticeable titter. Carlotta King, who plays opposite the star, sings well enough, but her enunciation is very poor, making it impossible to follow those parts of the plot that her songs are supposed to explain. Myrna Loy deserves commendation for her work in the difficult part of the Arab girl, Azuri. The comedy re- lief is poorly handled by Louise Fa- zenda and Johnny Arthur. Miss Fazenda is not up to her usual form, and Mr. Arthur is terrible. “The Desert Song” is not consist: ently entertaining, but it is certainly a commendable maiden effort in a new field, and we felt repaid for the time spent when Mr. Boles sang “One Alone” and “The Desert Song.” $1,000.00 PRIZE CONTEST starts in next week's Life Watch for the Aeroplane Cover on all newsstands Next Friday! Tue Penton Pars Co.. CLEVELAN? comicbooks.com