Life, 1920-08-26 · page 31 of 36
Life — August 26, 1920 — page 31: what you’re looking at
What you’re looking at
This is a **product advertisement**, not political satire. It promotes Gillette's new "Big Fellow" safety razor to male consumers. The illustration shows a rugged, masculine man in work clothes and a wide-brimmed hat—representing the target demographic of large-handed laborers who needed a sturdy razor. The ad addresses these men directly, validating their preferences for a heavy-handled, well-balanced tool suited to their hands and beards. The marketing emphasizes practical benefits: no stropping or honing required, standard Gillette blades, and strong initial sales (described as "hard pressed for enough Big Fellows"). The global factory locations listed underscore Gillette's international reach and product reliability. The "Big Fellow" nickname appeals to masculine pride, positioning the razor as equipment for substantial, capable men rather than delicate consumers. This reflects early 20th-century marketing that aligned consumer goods with gender identity and working-class aspiration.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
-LIFE.- Sppodion Foster. ts TB St Alexander St Montreal, Quebec Re om roe san francisco Mian’ 375 to users of the new Gillette the Big Fellow OU big-handed men had been waiting a long time for the shave that you get with the Big Fellow. You had your own ideas about the feel of a razor—in your hand and on your beard. You recognized, the in- stant you picked up the Big Fellow, what the poise of the long, heavy handle, the nice balance of the broad, sturdy head, were going to do for your shaving com- fort. Especially when you USA, Paria Gopenhagea Sydney Amsterdam = — Shanghai Geneva pore Brussels Buenos Aires Galcucte saw that the Big Fellow was Gillette all the way through —even to the standard size Gillette Blade that you just insert and shave. As one of the first to want the Big Fellow, it must in- deed be gratifying to you the way it is confirming your judgment, shave after shave. And to learn that although scarcely three months old it is selling at such a rate that we are already hard pressed for enough Big Fellows to go around. No Stropping~No Honing | Gi lette > Boston Bort Flizabeth Rio de Janeiro XUM comicbooks.com