Life, 1922-10-05 · page 33 of 36
Life — October 5, 1922 — page 33: what you’re looking at
What you’re looking at
This page combines satirical social commentary with vintage advertising. **"Helpful Hints for Captious Critics"** mocks pretentious theater-goers who attend plays not to enjoy them but to perform sophistication for others. The satire advises behaviors like ignoring the performance, laughing at emotional moments to seem "blasé," arriving late, leaving early, and feigning mystery about the plot. The humor lies in exposing how some audience members prioritize appearing cultured and important over actually engaging with art—a timeless critique of performative elitism. **The advertisements** for "Mum" deodorant and related beauty products reflect 1920s anxieties about body odor and "daintiness." The ad copy promises that "Mum" eliminates embarrassing perspiration odors in social situations (dancing, theater, dating). It also advertises Evans's Depilatory Outfit for hair removal and Amoray talc powder—products addressing women's grooming concerns of that era, particularly underarm hair removal, then considered essential for "respectable" femininity. The page exemplifies how early 20th-century magazines balanced social satire with marketing to female readers' insecurities about appearance and social acceptance.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Helpful Hints for Captious Critics ON’T look atthe play. Spend your time nodding at the vari- ous members of the audience in your vicinity. They won't be able to tell in the dim light whether they know you or not. Be sure to laugh in the midst of the big emotional scene. It will tend to sho how blasé you are. Nev take your seat without standing for some moments in the center of the aisle and giving the house {ie nonchalant Once Over. It will jopress the visiting salesmen with sour importance. At the fall of the first act curtain, rush hurriedly up the aisle and then stand at easy attention while the other \irst-nighters pass by on their way to the smoking-room, It might be well to assume an air of superior unconsciousness of their presence. Loos annoyed as the door-man on forcing a pass-out check It may create the impres- sion hie is new at the business and doesn't realize you have always had the run of the theatre. insist on yo Smoke your own cigarettes, but borrow a light in a condescending, detached sort of way from the first stranger you encounter. If anyone asks your opinion of the play, look mysterious. You can even afford to indulge in a bit of cryptic persiflage at times, answering with some such snappy line as “I don't know: I'm a stranger here myself.” It is well to show up at the more important openings in golf knickers and sport shirt. It doesn’t do to let the producers get the idea you take them too seriously. 1 above all, always arrive in t idst of the first act and leave just efore the curtain in the second descends. copy desk will see that your review of the play is written—if you must have one. L. A.M. Sure Relief FOR INDIGESTION 6 BELLANS Hot water ELL-ANS 25¢ ano 75¢ PACKAGES EVERYWHERE Jo avoid embarrassment “Mum’ is fhe word! Yes, “Mum” is the word. ““Mum” will always keep you free from the embarrassing odor of perspiration or other body odors. You can be sure that the personal cleanliness which the bath imparts will be yours all day and evening, whether you are dancing, sitting close on the sofa, playing a hand at bridge, enjoying the opera or theatre— No matter how close and warm the air or how active you may be, “Mum” will always keep you free from the odor of perspiration or from other body odors. “Mum” is the word! “Mum” is entirely safe. It is the discovery of an eminent physician and cannot harm the most delicate tissues of the body. Neither does SPECIAL OFFER Send us $1 and your dealer's name and address, and we'll send you “Mum,” Amoray and Evans's Depila- tory Outfit postpaid. Or send 50c for “Mum” and Amoray. Use this coupon. Mum Mrs. “Mum” “Amoray” Tale Co., 1108 CHESTNUT STREET, Evans's Depilatory Outfit it injure the finest waist or gown. You can use ‘“‘“Mum’’ as often as you like and dress immediately after- ward. Get “Mum” at your drug or de- partment store—25 cents—or from us postpaid. Another aid to daintiness is Evans's Depilatory Outfit, which removes hair from the underarm, limbs or face easily and quickly, leaving the skin smooth and com- fortable. Complete outfit ready for use on your dressing table, 75c. We also make a delightful tale— Amoray—with an enchanting fra- grance that lasts all day. It is really a Powder Perfume—rich, yet deli- cate and only to be compared with imported tales. 35c. See Special Offer below! Mum Mfg. Co., 1108 Chestnut St., Philadelphia. T enclose... : me the articles checked belo OD “Mum” 25¢ Special Ofer “Mum” and “Amoray” SOc O Evans's Depilatory Outfit—75¢ CO Special Ofer (all three)—$1 Please send we Name. Address. . pane ene ~~ == --- PHILADELPHIA Evans's Cucumber Jelly Elder Flower Eye Lotion comicbooks.com