Life, 1912-10-03 · page 54 of 56
Life — October 3, 1912 — page 54: what you’re looking at
What you’re looking at
This page is primarily **advertising and book reviews**, not political satire. The content reflects early 20th-century consumer culture: **Main Elements:** 1. **Mennen's Shaving Cream ad** (left): Uses a pseudo-scientific explanation to sell the product—claiming it softens beards without "free caustic" irritants, unlike competitors. This reflects the era's marketing strategy of competing on product chemistry. 2. **Vogue Pattern Advertisement** (center/right): The dominant feature promotes Vogue's "Great Autumn Pattern Number" (200 dress designs). The copy suggests that women who read Vogue appear more "distinguished" because they access Paris fashion trends before others—essentially selling aspiration and social status through fashion magazines. 3. **Book Reviews & E. Hayes Footwear ads**: Standard period advertisements for customized shoes and luxury resort hotels. **Historical Context**: This reflects 1934 consumer capitalism targeting middle/upper-class readers, emphasizing that purchasing the right products (shaving cream, fashion patterns, custom shoes) confers sophistication and social distinction.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Moth, by William Dana Orcutt. The Black Pearl, by Mrs. Wilson i (Harper & Brothers. $1.30.) Woodrow. (D. Appleton & Co. $1.30.) Friar Tuck, by Robert Alexander Eve's Other Children, by Lucille Bald- Wason, (Small Maynard & Co., Boston. win Van Slyke. (F. A. Stokes Co. $1.35.) $1.00.) An Essay on Hasheesh, by Victor Rob- Royal Auction Bridge, by R. F. Foster. inson. (Medical Review of Reviews. (F. A, Stokes Co. $1.00.) ' 50 cents.) The Secret of Lonesome Cove, by The Pretiminaries, by Cornelia A. P. Samuel Hopkins Adams. (Bobbs-Mer- Comer. (Houghton Mifflin Co. $1.00.) rill Co., Indianapolis. $1.25.) Where There's a Will, by Mary Rob- The Secret of Frontellac, by Frank K. erts Rinchart. (Bobbs Merrill, Indian- Scribner. (Small, Maynard & Co., Bos- apolis. $1.30.) lon. $1.25.) You had to help soften the beard by rubbing inthelather. Neturally, your rubbing brought the blood to the surface, opened the pores and made the skin very sensitive. That helped the Sree caustic to get in its work and made the skin doubly sensitive. Under these conditions any razor will feel as though it were pull- ing the hair out instead of cutting it.- Mennen’s Shaving Cream dispenses with the " rubbing in,” as it thor- oughly softens the beard while the lather is worked up onthe face. Reduces shaving (0 tio operations— lathering and shaving. 34 the time saved, As it contains no free caustic, there is no smarting, and you get adelightful oe. Books Received In the Dark, by Donald Richberg (Forbes & Co., Chicago. $1.25.) What Makes Life Worth Living? by S. S. Knight. (R. F. Fenno & Co. $1.00.) The Woman, by Albert Payson Ter- hune. (Bobbs_ Merrill, _ Indianapolis. $ ) The Flight of Faviel, by R. E. Ver- nede. (Henry Holt & Co. $1.20.) Marcus Holbeach’s Daughter, by Alice Jones, (D. Appleton & Co, $1.30.) Martha By-the-Day, by Julie M. Lipp- The Great Autumn Pattern Number IS OUT TODAY HINK of it—2zoo more Vogue The answer is ‘‘ They read ; _ gowns—all different, all dis- | Vogue.” Autumn gowns toshow tharmaster 4, THY arg able to anticipate the touch which ‘only the great de- styles. hey! have, the’ expert be Pacis canleie? counsel and the best ideas of Paris signers © s'can giver and Fifth Avenue constantly at Then get this number on the — their command. nearest newsstand. Price 25 cents. You, too, can be distinguished in your dress by merely writing your name on the coupon below. Write it now. mann, (Henry Holt & Co. $1.00.) The Streets of Ascalon, by Robert W. Chambers. (D. Appleton & Co. $1.40.) Exclusive Footwear ‘0 Your Order Made in any ma- terial to match your gown, cloak or hat. 4 Write for illust If You Want to be Perfectly Gowned for the Rest of This Year Sign the Coupon = 4 . iacanicnione Blane ts x The coupon will bring you Fit guaranteed. * Have you ever wondered why Vogue for all the rest of this year E. HAYES b some women who do not (regular price $1.50) for $1. It Ladies? spendany moremoney than — will save you fifty cents. It will Custom Shoes you do are so much more __ reveal to you instantly the secret 9-11 W. 29th St. » 4? A istinguished in their of perfect gowning for all the rest ¢ dress? of this year. —— ", If you sign the coupon immediately you A FORTUNE AWAITS % o may have also, without charge, Vogue's .. on . fine Autumn Pattern Catalog, picturing anyone who will build vance the money for a more than 300 Vogue gowns. 75 Room HOTEL. Superb Winter Resort on the Coast. Best location secured. Finest Hunting Shooting, Fishing and Boating to be found any- where. Can rent HOTEL for $4,500, 7% on outlay. Immense future prospects here. Write me, BOX 2, Kernersville, N. Car. Vogue carries more advertising than any other woman's magazine. 1934 comicbooleel (0)