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Life, 1922-03-16 · page 32 of 34

Life — March 16, 1922 — page 32: what you’re looking at

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Life — March 16, 1922 — page 32: Life, 1922-03-16

What you’re looking at

This is a Mennen shaving cream advertisement disguised as editorial commentary. Jim Henry argues that consumers fall into three categories: "Tryers" (17%) who constantly experiment, "Doubters" (60%) who need convincing, and "Stickers" (23%) who resist change and cling to outdated products. The satire targets human nature—specifically, resistance to progress. Henry uses shaving habits as a metaphor: even superior products struggle against consumer inertia. Those loyal to old-fashioned soap represent stubborn traditionalism, while "Stickers" are portrayed as backward-looking and unreasonable. The column's real purpose is persuasive marketing, not genuine social commentary. By framing Mennen's adoption as inevitable progress and resistance as irrational conservatism, the advertisement attempts to shame "Doubters" into trying the product.

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

Jim Henry's Column Tryers, Doubters and Stickers I wonder what would happen if someone were to do the impossible and invent a better shaving preparation than Mennen’s. It might occur sometime, you know. Science accomplishes wonderful results. Would all users of Mennen’s change? Not at all. Many would use it to the end of their lives. That is a curious trait of human nature, exemplified by the way a lot of men continue to use the old fashioned shaving soap which -was the best they could get before Mennen’s was invented. There seem to be three kinds of men— Tryers, Doubters and Stickers. An analysis convinces me that the percentage is: Tryers, 17%; Doubters, 60% Stickers, 23%. Tryers get the best by the expedient of trying everything and selecting top value Rather a costly method, but some men cannot tolerate the idea of compromising on quality. Doubters also want the best but they have to be shown. They come through in time. Stickers are hopeless. To them, what is is right and what was is better. They travel through life backward, grieving for that which has passed. Progress offends them. When Mennen’s was put on the market, the Tryers climbed aboard in the first six months. The Doubters have been a more difficult problem but the recent tremendous increase in our sales shows that most of them are convinced at last. I used to think I could get even the Stickers but time has brought clearer understanding of their strange psychology. Re- gretfully, I abandon them to the shaving methods of a period when beards were popular. What I am driving at is that one trial of Men- nen Shaving Cream will convince any Doubter that he has missed years of supremely good shaves. and Teo See ghou- ( “ Salesman) My demonstrator tube costs 10 cents by mail. THe Mennen Company Newark, NJ. S.A. > LIFE Parting “The Chicago station masters have ruled that the good-by kiss must go. R. W. Young, the local station mas- ter, also announced himself as being emphatically opposed to such con- duct when indulged in just before trains leave. As his reason he cited numerous instances where the trains were late in leaving because the en- gineer was considerate enough to wait for persons who could not tear them- selves from their dearly beloved.” —Harrisburg, Pa. Evening News. Turs leads us to suggest the follow- ing order as both timely and appropri- ate: Notice Orver Errective ON Marcu 15, 19; AND AFTER For the greater convenience of the public, to prevent congestion of termi- nals, stations, etc, to expedite the efficient use of all stopping points, and thus, by both shortening the stopping | time and preserving the distribution of such time, increase the service to the public, the efficiency of the passenger service, and aid in materially reducing rates, our passenger conductors and brakemen are by this order empowered after the train is in motion, having left the station, to proceed through the train and bestow such fraternal, pa- ternal, or marital caresses as have hith- erto tended to delay the movement of entraining passengers. (Signed) Superintendent of Passen- ger Service. The Secret Is Out Someone with a few minutes to spare might make out a pretty good case against open diplomacy. One's random impressions are that it is not working so well as we thought it was going to. The orgy of it in Washing- ton helped to drive most of the arms delegates home. The public appears to be fed up. The New York Evening Post lately discovered that even the wettest of the wets were not in favor of a return to the old “wide open” conditions of pre- Prohibition days. Undoubtedly. The public is afraid (or weary) of going from one extreme to another, and back again. It has had enough. From secret diplomacy to open diplo- macy was as bad as from “wide open” to bone dry. No one wants to go back to secret diplomacy, but a sort of light- wines-and-beer diplomacy would prob- ably poll an impressive vote with the electorate. Similarly, a little less se- crecy about the things we drink, and when and where and how we drink them, would be preferable to the pres- ent absurd system. SHUTTLE MEADOW COAT Distinctively different from ordinary ‘Sport’? Coats for men. Smarter—better fitting —with many extra refine ments of style and finish. Knit from pure worsted yarns—in wide range of colors and mixtures. You'll like it! Made only by the American Hosiery Co. New Britain, Conn. ASK YOUR DEALER Spring! You can always tell when spring is coming by the pussy willows. [ndeed pussy willows are advance agents of spring. Before the air begins to ge balmy, when there is still snow on th ground, or smoke-besmirched oxdds an ends of past snow-drifts in the rear o barns and in gullies, the pussy willows are hanging out the signs. And when spring actually comes, we think no more of them. They have called attention to spring. They have done their duty. And they arc gotten. And they never lesson of neglect. They bear no a mosity. Next year, in spite of th graceless manner in which they are sure to have been treated, they will be doing the same thing all over They will say, “Behold us; spring coming.” And then they will, fore, be forgotten. 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