Tag Archives | Mutt & Jeff

Ad-ing LIFE to the Comics

In various LOAC books we’ve shown (and discussed) examples of the intersection between comics and the world of advertising, yet it’s not a topic we’ve lingered over in this space. I decided to change that just a bit recently, when going through the contents of a bunch of Life Magazines. (One of the perks of this job is being able to sift through old magazines and newspapers, to get a look at — or in some cases, remember — The Way It Used to Be.) These Lifes had a variety of comics-based advertisements, so I snagged a batch of them to share with you.

The earliest Life¬†ad I found with a comics connection was in the magazine’s April 15, 1940 issue. I knew Bud Fisher’s Mutt and Jeff were popular, but until I saw this I had no idea they were experts on digestive difficulties …

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A Fantasy Comics Page for The Holiday That Gets No Respect

Comics creators sometimes gave nods to the calendar in their ongoing newspaper strips. Year-in and year-out, many comics did special installments of their features to commemorate Christmas and, a week later, the farewell to the old year and the welcoming of its successor. Comics with a strong streak of patriotism saluted holidays like Independence Day, Armed Forces Day, and for a time, V-E and V-J Days.

But Groundhog Day? Fuhgedaboudit. The comics trade showed no love to that special early February day when millions of hearty northerners, fatigued by battling weeks of the subzero cold, ice, and snow that Ole Man Winter loves to dish out, looked to the humble groundhog for a sign that spring might soon be on its way. An event that has its roots in the 19th Century and is worthy of being marked on each year’s new calendars never seemed to excite the cartoonists who offered readers their daily dose of excitement and humor.

What did comic strips offer their audiences on that day when the woodchuck was acclaimed for something other than chucking wood? We thought you’d never ask — so, just for you, we prepared this fantasy comics page from February 2, 1935 …

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