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Life, 1921-07-14 · page 32 of 34

Life — July 14, 1921 — page 32: what you’re looking at

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Life — July 14, 1921 — page 32: Life, 1921-07-14

What you’re looking at

This Life magazine page is primarily **advertising disguised as editorial content**—a common early-20th-century practice. The main feature, "Why Mr. Williams Bought a Colt," is a thinly veiled **Colt firearms advertisement**. It presents a cautionary tale: a store owner is robbed while defenseless, then purchases a Colt revolver for "home protection." The narrative frames gun ownership as a rational response to crime, targeting business owners and homeowners worried about burglaries—a genuine anxiety in this period. The page also includes: - A fundraising appeal for war-damaged French church bells (post-WWI relief) - Advertisement for The Biltmore hotel's dining and dancing - Bayer Aspirin advertisement - A reprinted joke from a French publication about women's untrustworthiness The satirical *Life* magazine platform lent credibility to the Colt pitch by presenting it as news commentary rather than explicit advertising, a marketing tactic that would later be regulated.

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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

Why Mr. Williams Bought a “Colt” Strangers called just as he was closing up VERYBODY in town was sorry for 4 Mr. Williams. The story told in the Herald the day after Officer O’Brien found him bound and gagged in his office at three o’clock in the morning was the feature story of the issue. It read: “Police Officer O’Brien, making his usual rounds, in looking into the store of Williams & Co., was surprised to see a man, bound and gagged, in a chair at the back of the store. He found the door open and went in. The man was none other than George . Williams, the pro- prietor himself, and the story which Mr. Williams told was the usual one of the strangers who called just as he was lock- ing up. Overpowering him, they bound him to a chair and made way with about $500 in cash from the safe. Mr. Williams said he had nothing with which to protect himself—a fact no doubt known to the robbers.” ODAY Mr. Williams would know how to receive such intruders. One of his first acts was to purchase a Colt. “It’s the best that money can buy,” the dealer said. “You are wise to have the pro- tection of a Colt for your home and store.” Mr. Williams’ case is typical of the great numbers of stores and homes, unprotected against such unlawful in- trusion. UR dealer will be glad to show you the various models of Colt Automatic Pistols or Colt Revolvers, and advise you which is the best for your home pro- tection, They are manufactured by the historic Colt’s Patent Firearms Mfg. Co. of Hartford, Conn., who make not only Colt’s Revolvers and Colt’s Automatic Pistols, but Colts (Browning) Automatic Machine Guns and Colt’s (Browning) Automatic Machine — Rifles—regulation equipment for the various branches of the Government service. Write to the Colt Company for “The Romance of a Colt,” a very interesting booklet which they will be glad to send you free for the asking. Dining Dancing ! Continuous music. Bub- bling gayety; sparkling life. Cool, refreshing — | | on the roth floor of The BILTMORE NEW YORK Nel N/T . Uy al 7 yet, sir. . Facetious gentleman: Hang it! You can’t trust these women! —Le Journal Amusant (Paris) 30 “Set the Bells Ringing Again” HE American Committee for Dey. astated France is appealing for funds with which to purchase bells for the churches in the war-wrecked villages of France. “In the region cared for,” says the Committee, “not one church has got a bell to replace the beautiful chimes, melted down or otherwise destroyed by the German Army.” Those who know their France will not need to be reminded of the important part played by the church bell in the everyday life of the French village, There might be some doubt as to what would be worth saving or replacing in one of our own small towns, but the French small town is a more nearly finished product and the bells are very much missed. At best it is going to take a long time to repair the damage done to France. Some things, however, can be done quickly. The restoration of the cloche is one of them. By all means let us “set the bells ringing again.” One hundred dollars will buy a bell in France, and the Committee is hoping to raise $10,000. Checks should be made payable ‘to the Angelus Fund Committee, Dr. Alexander Humphreys, Treasurer, 16 East 39th Street, New York City, or to the local State Chairman of the American Committee for Devastated France. The garment that reveals most is a divorce suit.—Detroit Free Press. Aspirin Always say **Bayer”’ Unless you see the name “Bayer” on tablets, you are not getting gen- uine Aspirin prescribed by physi- cians for 21 years and proved safe by millions. Directions in package. Aspirin is the trade mark of Bayer Manu facture of Monoaceticacidester of Salicylicacid, comicbooks.com