Life, 1923-04-05 · page 37 of 40
Life — April 5, 1923 — page 37: what you’re looking at
What you’re looking at
This page is primarily a **deodorant advertisement** disguised as editorial content, with a satirical social commentary section. **The "Reflection" section** (left column) satirizes modern manners by contrasting past courtesies with present informality. The joke: a young man no longer tips his hat when greeting or departing from a young lady—he merely grins—and she's so accustomed to this rudeness that she doesn't mind. The satire targets the erosion of formal etiquette in 1920s American society. **The main advertisement** (right side) for "Mum" deodorant cleverly exploits this social anxiety. The headline "What every girl should know—'Mum' is the word!" plays on the slang phrase while promoting the product as essential to feminine "daintiness." The ad warns that perspiration odor threatens one's charm and popularity, positioning deodorant as necessary for social success—a common advertising strategy that manufactures insecurity to sell products. The page reflects 1920s consumer culture and gender expectations around hygiene and attractiveness.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
sae arene (THE SILENT DRAMA Recent Developments e regular Silent Drama department will be found on page 26) dam’s Rib. Paramount.—Another rate society drama _ from the ex- e Mr. Cecil B. De Mille, with one iful woodland scene in the Nean- | Age. ad Love. Goldwyn—A Parisian ly, produced in ‘Germany, which vps high voltage in the magnetic Negri. Billings Spends His Dime. :ount.—Walter Hiers falls in love » face on a cigar band, and _con- ntly becomes embroiled in a South ican revolution. It’s foolish but nnie. First National—Leatrice Joy ugly duckling in a pointless pic- thello. Howells—A lamentable of time by two such worthy actors vil Jannings and Werner Krauss. lull and ta e Pilgrim. First National —Fur- nd conclusive evidence of the fact Charlie Chaplin is the greatest in the world. im and Eva. Paramount.--Marion s in the best photoplay that money ty. wn to the Sea in Ships. Hodkin- id tale of the old New Bed- vhalers. White Flower. Paramount — Compson removes most of her e Voice from the Minaret. First al—Norma Talmadge, Eugene ien and a great deal of polite 1. driven. Universal—The Cain and \b! theme adapted to the Southern mountaineers, forming a drama of un- 1 vitality. id simplicity. Fury. First National—Richard Bar- ss as the son of a sea-captain, whose boyish shoulders are heaped esponsibilities of his erring papent Ak, ty Lak a Rose.” Reflection uaT has become of the manners esterday ? Where are the cour- the graciousness, the gentility the past? Is it possible they are . part of the past ? bserve the young man yonder greets the young lady. His od of saluting her consists in ping his hat by the brim and ng it- slightly down over his His left hand remains in rousers pocket. When they have luded their conversation and set on their separate ways, the hful cavalier doesn’t even bother uch his hat. A broad grin, he , is quite sufficient. And yet, the mg lady appears not a whit dis- ed at the astounding absence of etiquette. You see, she is thoroughly accustomed to it. All her friends be- have in the same fashion. | covery, What every should know—“Mum” Men are charmed by our person- ality, beauty and grace. But there is something more—something that makes all the difference between being more popular or less popular. It is daintiness! | We must safe- guard our daintiness! However pleasing a story your own mirror may tell you, you know that, as the day or evening wears on, there comes a subtle enemy to steal away the charm of your fem- inine daintiness. This enemy is the inevitable odor of perspiration. But thanks to the wonderful dis- “Mum,” we can all be free from embarrassing body odors. “Mum” is the word. Just a fingertip of this delicate snow-white cream applied to the underarm and wherever excessive perspiration oc- curs, and you are entirely safe. No matter how warm, or how active you may be—at home, at dances, at the theatre—your feminine dainti- ness will be at its best. 1s the word! No, “Mum” spiration, And less even to tender daintiest apparel, Get “Mum” at your dealer’s. Or from us postpaid. 25c¢ and 50c. The new screw-top 50c size of “Mum” contains more than three times 2 ich as the 25c Another aid to daintiness as essential as “Mum’’—is Depilatory Outfit, for quickly and comfortably removing hair from the underarm. The complete out- fit, ready for instant use at your dressing table, is 75c at drug and department stores, or sent postpaid on Special Offer. And here is something really new —something every dainty woman will welcome. ‘We have perfected a wonderful new Talc, “Amoray” —really a Perfume in powder form. Its exotic, enchanting fragrance lasts all day. 35c at all stores—or see Special Offer Coupon. does not check per- “Mum” is harm- skins and the “Mun Jor personal daintiness SPECIAL OFFER Send us $1 and your dealer's nz address. We'll “Amoray” Depilatory Outfit 75c’ postpaid. send 50c for “Mum” and “Amoray.” Use this coupon. Mum Mfg. Co. April 1923 1108 Chestnut St., Philadelphia « Please send me : rs necked below. [xl 5c. “Mum” 50c Exetie Depilatory Outfit 75c aa} Spec Offer" Mum" 25c & “Amoray"’35c-Se 6 Special Offer “Mum” 25c, “Amoray” 35c.& Evans's Depilatory Outfit 75c-all three for $1 Dealer’s } Name, §° Dealer’: at Address Mum Mr. Co., 1108 CHESTNUT STREET, PHILADELPHIA “Mum” “Amoray” Tale Evans's Depilatory Outfit Evans's Cucumber Jelly Elder Flower Eye Lotion comicbooks.com