Life, 1918-02-14 · page 40 of 40
Life — February 14, 1918 — page 40: what you’re looking at
What you’re looking at
This is a **wartime advertisement**, not political satire. Dated February 14, 1918, it's a Williams' Shaving Soap ad directly targeting American soldiers in World War I. **The "Point":** The ad uses patriotic language to position shaving soap as essential military equipment. It calls Williams' soap "no slacker" (invoking the contempt for draft-dodgers), claiming the product aids soldiers "in camp and 'over there'" (military slang for the European front). The circular photograph shows a soldier shaving—proof of the product's battlefield utility. **The Appeal:** The text directly addresses civilians: those "going into service" should bring Williams' soap; those with soldiers at the front should send it as a care package. This transforms a luxury grooming product into a patriotic gift and necessity. **Historical Context:** In 1918, wartime advertising frequently wrapped commercial products in patriotic duty. "No slacker" explicitly references the moral shame attached to draft resistance, making consumer choice seem like participation in the war effort itself. This reflects how American businesses mobilized marketing around WWI support.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
; i I Fl a ” February 14, 1918 Four forms ot Williams’ Shaving Soaps Molar Te havin Stick Holder Stick Powder > ILLIAMS’ Shaving Soap is no slacker. Sent 20c, in stamps for trial size of the four forms In camp and ‘‘over there” as well as at Eitrbce lor enie w ace tor oan The J. B. WILLIAMS COMPANY . . . . . . . Dept. A, Glastonbury, Conn, home it is doing its bit toward lending aid After the shave you will the comforting twuch of Willams" Tale. foe a trial size Li othe Vite Cana and comfort and economy to the shave. | 7s, Its rich, soothing, lasting lather is always on tap for the boys at the front, getting into : 3 + Williams . : Talc Powder | action at the totich of the brush and making Viower 4 . . E the shaving rule the easiest one to obey. $ If you are going into service take Williams’ Shaving Soap along. If you have a soldier at the front, send him Williams’.