Life, 1918-05-23 · page 40 of 40
Life — May 23, 1918 — page 40: what you’re looking at
What you’re looking at
This is a **paid advertisement**, not satire or political commentary. It features Gertrude Hoffmann, a real celebrated dancer of the early 20th century, endorsing Adams California Fruit Gum for the American Chicle Company. The ad uses a classic early-1900s marketing strategy: hiring a famous entertainer to tout a consumer product's superiority. Hoffmann appears posed with theatrical flair amid illustrated fruit, lending glamour to the gum. The endorsement quote emphasizes the product's novelty ("so 'different'") and flavor—typical advertising language. This reflects 1918 consumer culture, when celebrity testimonials were persuasive sales tools. The page is primarily commercial rather than editorial content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
May 23, 1918 GERTRUDE HOFFMANN, the celebrated dancer, says: “California Fruit Gum is a real treat. It is so ‘different,’ and delicious does not begin to describe its flavor.” comicbooksegiay