Life, 1907-11-07 · page 49 of 50
Life — November 7, 1907 — page 49: what you’re looking at
What you’re looking at
This is **not a political cartoon or satire**—it's a **full-page advertisement** for the Gillette Safety Razor from Life magazine. The page features a well-dressed man in formal attire pointing at a clock, endorsing the product. The ad's central pitch is about **time-saving**: shaving with a Gillette takes only 3–5 minutes versus a half-hour at the barber. It emphasizes modernity and independence—men can shave themselves at home rather than visit a barber. The language appeals to early-20th-century values: the razor is "economical," "sanitary," and "inexpensive" (disposable blades cost pennies). The signature at bottom appears to be from a notable figure of the era, likely lending celebrity endorsement, though the name is unclear in reproduction. This represents Gillette's marketing strategy: positioning their safety razor as a time-efficient, cost-saving innovation for the busy modern man, contrasting it against traditional barbering and straight-razor shaving methods.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Time is of great value to the average man. With the Gillette Safety Razor 3 to 5 min- utes of your time is all that is required for a comfortable, clean, economical, sanitary shave---morning, noon or night, as the case you will be lucky to escape the bar- ber in less than a half hour, all told— and the old-fashioned razor is worse still with its cuts, scratches, pulling, scraping, honing and stropping. The time saved shaving with the “G!I-LI-TT I" would soon pay for my razor, to say nothing of the con- venience which it affords. Be independent. Shave yourself the best way—the GILLI VT” way. The double-edged, flexible blades are so inexpensive that when they become dull you throw them away as you would an old pen. The Gillette Safety Razor Set consists of a triple silver-plated holder, 12 double- edged blades—24 keen edges, packed in a velvet-lined leather case, and the price is $5.00, at all the leading Jewelry, Drug, Cutlery, Hardware and Sporting Goods dealers. Combination Sets from $6.50 to $50.00. Ask your dealer for the “GII-LEUTI to-day and shave yourself with ease, comfort and economy the rest of your life. If substitutes are offered refuse them, and write us at once for our Booklet and free trial offer. GILLETTE SALES COMPANY 228 Times Building NEW YORK CITY PRESS OF REDFIELD BROTHERS NEW YORK comicbooks.com