Life, 1912-11-21 · page 43 of 44
Life — November 21, 1912 — page 43: what you’re looking at
What you’re looking at
This is a **Gillette Safety Razor advertisement**, not satire or political commentary. The illustration depicts a man shaving—a straightforward product endorsement positioned as a Christmas gift suggestion for the early 20th century. The ad's appeal is practical: it frames the safety razor as an everyday necessity ("something a man uses every day"), positioning gift-giving around utility rather than luxury. The price range ($5–$50) reflects premium packaging options in materials like morocco leather and gold plating, targeting middle- and upper-class consumers. The historical context: Gillette's safety razor was a relatively recent innovation (patented 1901), revolutionary for making shaving safer and easier than straight razors. This advertisement capitalizes on that novelty by suggesting it as the ideal masculine gift—practical, modern, and refined. There is no satire or cartoon humor here—it's a straightforward product advertisement in a commercial magazine section.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Gift Suggestion! On Your Christmas List, put Him down for a Gillette Safety Razor. IVE him a Gillette Safety Razor or Combination set. Buy where the assortment is good and make your selection early. Your dealer will tell you that as a gift for men the Gillette Safety Razor is now the most popular single specialty in the world. $5 to $50 Silver or Gold Plated in Morocco or Pig Skin Cases. Pocket Editions in Fancy Metal Cases—Gold, Silver, Nickel, orGunmetal,aGreat Variety of patterns — Tourists’ and Trav- elers’ Sets, with Soap, Brush, and Toilet Articles. The Gillette is practical—something a man uses every day. He will thank you for the gift and praise the good sense that prompted it. Standard set, $5.00—Combination and Travelers’ sets, $6 to $50. For a small gift there is nothing more acceptable than a packet of Gillette Blades at 50 cents or $1.00. Gillette Safety Razor Company = 24 West Second Street, Boston THE WILLIAMS PRINTING COMPANY, NEW YORK comicbooks.com