Life, 1921-05-26 · page 36 of 36
Life — May 26, 1921 — page 36: what you’re looking at
What you’re looking at
This is a **Colgate shaving cream advertisement**, not political satire. The page promotes a novelty game called "Chin Golf"—a humorous competition where men count their razor strokes while shaving, attempting to achieve the lowest score, mimicking golf's scoring system. The photograph shows a man shaving while looking in a bathroom mirror. The joke plays on the accessibility of the "game": any man who shaves can participate, making it democratic and inclusive. The advertisement promises humor and "friendly rivalry" around an everyday activity. The copy emphasizes that even non-golfers can enjoy it, and promises a "screamingly funny picture" by cartoonist Briggs as an incentive to purchase Colgate's "Handy Grip" shaving stick. Readers could mail in 10 cents plus a coupon to receive a trial-size product, score card, and framed cartoon. This reflects early-20th-century advertising strategy: combining product promotion with entertainment and games to build brand loyalty among male consumers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Chin Golf! Out in 38 —and coming easy! O you play Chin Golf? It is the latest popular game. Play it Win- ter or Summer; at home or at your club. Chin Golf is not a 19th hole propo- sition—nothing like stove baseball or conversational tennis, but a regular indoor sport. Any man who shaves himself can play it. Count your razor strokes when you shave, and see how low a score you can make. It puts fun and friendly rivalry into shaving. If you are a golfer, you will get the idea at once; but, even if you never have schlaffed with a driver, nicked with a niblick, or been bunkered, you may be a winner at Chin Golf. You are sure to like the course and have a good score if you use Colgate’s “Handy Grip” Shaving Stick. Fill out the attached coupon, mail it to us, with [0c in stamps, and we will send card, the rules you a “Handy Grip,” containing a trial size Colgate Shaving Stick. Also we will’ send fo you, free, a score r playing Chin Golf, and a screamingly funny picture made especially for Colgate & Co. by Briggs, the famous cartoonist. The picture is on heavy paper, suitable for framing ot tacking up in locker rooms. It will help you to start every day with a round of fun. “And then he took up Chin Golf” COLGATE & CO. Dept.23 199 Fulton St., New York COLGATE & CO. Dept. 2¢ 199 Fulton St., New York Enclosed find 10c, for which please send me Colgate’s “Handy Grip” with trial size Shaving ‘Stick; the Briggs Cartoon, score card, and rules for Chin Golf. comicbooks.com