Life, 1923-06-07 · page 39 of 44
Life — June 7, 1923 — page 39: what you’re looking at
What you’re looking at
This page combines satirical commentary on New York City with a full-page advertisement for "Mum," an early deodorant product. The left column humorously guides out-of-town visitors through NYC's quirks: Broadway's length (measured by expensive taxi rides), Fifth Avenue's wealthy shoppers, and the city's confusing transit system where a "five-cent" journey costs ten cents. The satire culminates in the joke that New York is "the greatest hick-town in the world." The right side shifts to advertising, featuring a woman applying deodorant cream. The copy addresses women's anxieties about perspiration odor ruining their "personal daintiness" and charm—a social concern particularly marketed to women in the 1920s. The ad also promotes "Amoray" powder-perfume and Evans's depilatory outfit, reflecting period obsessions with feminine hygiene and hair removal. The juxtaposition of cynical urban satire with earnest beauty-product marketing is typical of *Life* magazine's approach.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
A Guide to New York (For Out of Town Visitors) New York’s two most impor- tant thoroughfares are Broadway and Fifth Avenue. Broadway is the longest street in the world—if you measure by a taxi-meter. It is ‘also the widest— when you attempt to cross it on Ayenue is the richest So many wealthy women walk there, that one is not to be blamed ior thinking many of them shop girls Most of them are. Thousands of taxis are to be seen there daily. These can be dis- tinguished by their color, yellow. For one wishing to obtain a good tour of New York, these taxis will be found extremely useful. All one has to do is to hail a driver, name a destination a few blocks due north or south, and leave the rest to him. When you are eventu- ally deposited in some strange and unknown place you will have seen both sides of the city. Having then spent all you can afford on this form of travel, you may walk to wherever you wish to go and obtain additional glimpses. New York's cross-town streets were planned (1) for Mayor Hy- lan's Committee on Playgrounds, and (2) for the purpose of accom- modating Mayor Hylan’s buses. This is but one of many indi tions of how far into the future cur Knickerbocker fathers looked. The cross-town buses were intro- duced to carry out the Mayor’s grim determination to give New Yorkers a five-cent fare. One pays anickel to the bus driver and rides until the desired avenue is reached. Here the yisitor disembarks and takes a street car, giving up an- other nickel for the privilege. Thus an enjoyable and varied five-cent tide is obtained to any given point for ten cents. Visitors to New York should not fail to see the Aquarium, where the city’s floating population is kept. All the poor fishes are not confined in this one place alone. however. Others are to be found at the City Hall. The Statue of Liberty should be noticed while in this section. It can be seen from the water-front a quaint and amusing re- of the old days. To give one’s fellow townsmen a clue to one’s originality, one should state in an interview after return- ing from New York that it is the “greatest hick-town in the world.” : T. H. L. 4 “Mum is the word! VEN the most attractive wo- man’s personal daintiness and charm are easily marred by perspiration odor. Every one perspires—that is na- ture’s way of eliminating certain waste acids from the body. But fortunately our personal attractive- ness need not suffer from the un- pleasant odor of perspiration. “Mum” prevents all body odors— from perspiration or whatever cause. “Mum?” is the word! Each morn- ing, as a regular part of your toilette, apply just a touch of this snow- white cream wherever body odors occur. ‘Throughout the whole day and evening, no matter where you are—at the dance, the theatre, in the home—no matter how active you may be or how warm and close the atmosphere, perspiration and other body odors cannot mar your dainti- ness. “Mum” is entirely safe. It can be used on any part of the body Get “Mum” to Two sizes —25c and 50c. The 50c size has a screw-top and is more economical— contains three times as much. And get “Amoray,” the new Powder- Perfume Tale whose exotic fragrance lasts all day and evening. Dainty and refined, cool and comfortable. 25c every- where. Or sent postpaid. Hair on underarm, face, neck or limbs? There’s a safe way of removing it. Evans’s Depilatory Outfit comes complete 75ce— for use at your dressing table. Special Offer Coupon. “Mun Jor personal daintiness SPECIAL OFFER Send us $1 and your dealer's name and, dress and, we'll send you * 25e, nd “Evans's Depiatory, Oust’ 40 for ‘Mum’ ‘ost send Emory.” “Use this ‘osupon. MUM MFG. CO., Mum Mfg. Co. fune,, 1923 1108 Chestnut St., Philadelphia T enclose........ Please send me the articles checked below. O“Mum” 25¢ ‘moray’ 1108 CHESTNUT STREET, PHILADELPHIA “Mum” “Amoray” Talc Evans's Depiletory Outfit Evans’s Cucumber Jelly Elder Flower Eye Lotion comicbooks.com