Life, 1917-04-05 · page 2 of 70
Life — April 5, 1917 — page 2: what you’re looking at
What you’re looking at
This page is primarily an **advertisement** for Mary Garden Perfume by Rigaud, not political satire. The ad uses "The Seven Wise Women of Persia" as a framing device—an ancient book supposedly advising young women on attracting men through veils and perfume. The satirical hook is the **social commentary**: the ad argues that modern women (particularly in France and America) have abandoned such old-fashioned tactics, replacing the "perfume of simple Ottar" with Mary Garden Perfume as their tool of personal expression and influence. The illustration shows two women in exotic dress above perfume bottles, playing on Orientalist fantasy rather than depicting actual Persian wisdom. The joke targets early 20th-century consumer culture and evolving gender dynamics—suggesting even "modern" women still use fragrance for social advantage, just packaged differently.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Red every Thuretsy. Five Dollars. Single Cop Price in England, Sispence. The Seven Wise Women of Persia in an ancient book— advise young women: “If you meet a handsome young man in the way, cunningly remove a lutte of the veil and draw it off gradually, pre- tending —'It is very hot. how I perspire, my heart is wounded.’ Talk on in this manner and stand a title until the youth looking captivated smells the perfume of Ottar and sends a message describing his enchanted and bewildered state of mind.” It is still customary the world over to move the veil (as it by accident), but Youth is no longer captivated by the perfume of the simple Ottar; to-day the ladies of Persia, like those of France and America, have adopted Mary Garden Perfume that remarkable medium of personal expression created by . toauo Master Perfumer of Paris Paris jew York Mary Garden Perfume, From a drop of Mary Garden Per- Toilet Water, Sachet, Talcum fume radiates an ocean of influence. and Face Powders, Rouge, (Vanity Case), Massage, Cold and Greascless Creams, Soap and Breath Tablets. nly odor true to Lilac flow comichooks.com