Life, 1910-11-17 · page 42 of 44
Life — November 17, 1910 — page 42: what you’re looking at
What you’re looking at
This is **not a satirical cartoon** but a **straight advertisement** for Gillette Safety Razors as Christmas gifts, appearing in *Life* magazine. The illustration shows well-dressed men and women (likely from the 1910s-1920s based on clothing and hats) gathered around a Gillette counter, emphasizing the product's popularity as a holiday gift. The text argues the razor is an ideal present because it's practical, universally useful, and comes in various price points ($5-$50 sets) and finishes (metal, leather, silver, gold-plated). The social assumption underlying this ad is revealing to modern readers: the advertisement targets **women as gift-buyers for men**, and emphasizes that a razor is a "safe" choice—"no mistake can be made"—suggesting women needed guidance selecting masculine gifts. The variety of luxury cases also reveals consumer stratification by wealth. This is simply a period advertisement reflecting early 20th-century marketing strategies and gender shopping norms, not satire.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
a Christmas Gift for men the Gillette Safety Razor has unique advantages. A In more than Thirty Thousand stores you will find it a feature of the Holiday display, and there is usually a throng of women around the Gillette counter. It is the one gift selection in which no mistake can be made. No matter what a man’s age, habits or peculiari- ties, he is sure to be interested in a Gillette. If he already owns one he is glad to have another one. The Gillette is always acceptable, always practical; it is something that GILLETTE New York, Times Bldg. Chicago, Stock Exchange Bldg. Canadian Office, 63 St. Alexander St., Montreal. a iw SALES COMPANY, is used every day and it lasts a lifetime. . Another thing—in buying a Gillette you can make your expenditure fit your purse. The case may be of Metal, Morocco Grain Leather, Real Seal or English Pigskin; the Razor silver or gold plated. You can buy a Standard set at $5, a Pocket Edition at $5 to $6. Combination and Travelers’ sets at $6 to $50. “There are now two sizes of blade packets, 12 double-edged blades, $1.00; 6 double-edged blades, Soc. Write, and we will send you an illustrated pamphlet. tingl&llile 48 W. Second Street, Boston Gillette Safety Razor, Ltd., London, Eastern Office, Shanghai, China. Factories: Boston, Montreal, Leicester, Berlin, Paris. comicbooks.com