Life — April 1, 1920 — page 44: what you’re looking at

What you’re looking at

This page is primarily **advertising**, not political satire. The dominant content includes: 1. **Egyptian Deities cigarettes ad** (top right): Features an Egyptian pharaoh's mask. The copy claims people of "culture and refinement" prefer this brand—a common advertising strategy using aspirational messaging and vague appeals to sophistication. 2. **"Our Foolish Contemporaries"** (top left): A small satirical column with anecdotes mocking everyday behavior, including a story about a father and son's dialogue about work and wealth. 3. **Personal care product ads**: For "Mum" deodorant, Cuticura Soap, and Evans's Depilatory—all targeting bodily anxieties common to the era (perspiration, skin blemishes, unwanted hair). The page reflects **early-to-mid 20th century consumer culture**, where advertisements exploited insecurities while simultaneously promising self-improvement through purchasing. The Egyptian imagery was fashionable following King Tutankhamun's tomb discovery (1922), making it a contemporary cultural reference point for marketing "exotic" luxury goods.