Life, 1920-05-27 · page 31 of 44
Life — May 27, 1920 — page 31: what you’re looking at
What you’re looking at
This is **not satire or political commentary**—it's a straightforward advertisement for Naiad Dress Shields (undergarment absorbent pads), disguised as editorial content in Life magazine. The "ideal" being marketed is a pastoral fantasy: a pristine factory in rural New Jersey where "clean, happy young women workers of superior intelligence" produce quality products in an idyllic setting. The advertisement conflates the product's virtue with the workers' virtue, suggesting that refined women deserve refined undergarments. The text emphasizes "cleanliness," "freedom from embarrassment," and appeal to "women of discriminating taste"—euphemistic language addressing period menstruation and perspiration concerns without explicit reference. The decorative border and landscape vignettes give the ad a prestigious, editorial appearance typical of early 20th-century magazine advertising. This reflects historical advertising practices: selling products to women by cultivating aspirational lifestyle imagery and appealing to social propriety and class anxieties.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
THE NAIAD IDEAL Motoring amongst the historic hills of quaint old Middletown and crossing the beautiful Shrewsbury River where it broadens its course to the sea, you come upon the home of Naiad Shields. A club house is your first impression, for all about are country estates and home- steads with a charming atmosphere of cleanliness and sunshine. -With per- fection as the ideal upon which we de- termined to produce the Naiad Shield, the selection of this ideal home for Naiads was but natural. Such unusual environment attracts clean, happy young women workers of superior intelligence, of whom we are justly proud. Their pride and interest insures a quality of workmanship and superior finish which makes the Naiad Shield the standard by which all others are judged. And in keeping with the Naiad ideal of perfection every product that enters the making of the Naiad Shield must measure to the Naiad standard of quality. The best dressed, dainty, refined women insist on Naiad Dress Shields and enjoy that sense of cleanliness and freedom from embarrassment which ap- peals to women of discriminating taste. Your dealer carries them, or will order them for you. Insist on Naiad Shields. If necessary write us. THE C. E. CONOVER CO., 101 Franklin St., NEW YORK Factory, Red Bank, New Jersey comicbooks.com * == ee > ASS 5 S xara } S DY as o> 5)