Life, 1923-08-02 · page 35 of 40
Life — August 2, 1923 — page 35: what you’re looking at
What you’re looking at
This page is primarily a **product advertisement** for "Mum" deodorant, not political satire. The layout mixes entertainment reviews (silent films) with commercial advertising—typical of 1920s magazines. The central image shows a woman with the headline **"'Mum' is the word!"**—a pun playing on the common expression meaning "keep quiet." The ad promotes Mum as a solution to perspiration odor, particularly important "these hot days." The pitch emphasizes that active women (dancing, tennis, walking) can remain "entirely free from all other body odors" with a simple cream application. The ad also promotes companion products: "Amoray" perfume and "Evans's Depilatory Outfit" (hair removal). This reflects **1920s attitudes toward female hygiene and propriety**: perspiration and body odors were presented as unacceptable for "truly dainty" women. The advertisement normalizes anxieties about female bodies while promising chemical solutions—a marketing strategy that became ubiquitous throughout the twentieth century.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
——— ee (Aue SILENT DRAMA /) 3 Recent Developments f he regular Silent. Drama “depfart- it will be found -on page 24) Peter the Great. Hamilton—A magnificent representation of the man who made Russia a nation, with the powerful Emil Jannings in the title role. Roll Along.: Educational—A two- reel Christie comedy, done entirely in burnt cork, with a considerable num- ber of hearty laughs and an exciting race between two Mississippi River steamboats. Daughters of the Rich. Preferred —One oi those awful things that are bound to happen every so often, It teaches a big moral lesson, but it is dificult to wait long enough to find out what this lesson is. The Law of the Lawless. Para- mount—Dorothy Dalton as a Tartar girl who is ensnared by a gypsy Sheik. It is thrilling and pictorially effective all the way. The Shriek of Araby. Senneti— Ben Turpin is funny for a while, and then he isn’t so funny. Penrod and Sam. First National— The best picture of American boys that has ever been made. A Man of Action. First National— The adroit Douglas MacLean does what he can to take the spectator’s mind off the fact that this is a singu- larly foolish film. Only 38. Paramount—William de Mille again proves that he can repro- duce the humor, the sadness and the drama of average, mediocre existence. Lois Wilson and May McAvoy give excellent performances. Main Street. Warner—Monte Blue and Florence Vidor impersonate the Kennicotts to perfection, but in other respects, this picture is a long distance from Sinclair Lewis's book. The Girl of the Golden West. First National—A collection of old- fashioned melodramatic hokum, naive enough to be interesting. Trailing African Wild Animals. Metro—Elephants, rhinoceroses, hip- popotami, and Mrs. Martin Johnson— all on the same screen. The White Rose. United Artists— David Wark Griffith continues to demonstrate the vulnerability of the lachrymal gland. Aided materially by Mae Marsh, he has made this the teariest picture since “Broken Blos- soms. For Review Next Week—“Holly- wood.” “A Gentleman of Leisure” and “The Love Piker.? A Mountain A Mountain with a cloud on top And all the winds that blow, Circling, circling, till they drop To all the plains below. A mountain with a trail too rough For all the world to see, Is x mountain with just room enough For all my thoughts and me. RTS. “Mum is the word! “Mum” prevents body odors: Even the slightest exertion these hot days brings on perspiration and its un- pleasant odor. You can’t help perspiring. But you can prevent the odor that comes to mar your daintiness. Remember—“Mum” is the word! “Mum” takes all the odor out of perspira- tion, Apply just a finger-tip of this dainty snow-white cream to the underarm and elsewhere before dressing; then all day and evening you will be entirely free from all other body odors. Be as active as you like—dance, walk, play tennis—no matter how active you are all day, when evening comes you will be still free from perspiration’s unpleasant odor, still as fresh and sweet as after your morning bath. SPECIAL OFFER Send us $1 and your dealer's name and ad- dress and, We'll send you ‘Mum’ 25c, *‘Amo- y"’ 25¢, and ‘Evans's Depllatory Outfit” 75¢ stpaid. Or send 40c for “Mum” and “‘Amoray."* Use this coupon, Yes, “Mum” is the word that means so much to every truly dainty woman. “Mum” is safe—it cannot possibly harm tender skins and tissues, nor injure the most delicate lingerie or gown. Get “Mum” today—25c and 50c at all stores, or from us post-paid. The new screw-top 50c size is more convenient than the 25c size and contains more than three times as much “Mum”. And get “Amoray”, now on sale every- where—the new Powder-Perfume Talc whose exotic fragrance lasts all day and evening. Dainty and refined, cool and comfortable. 25c or sent postpaid. You can remove hair on underarms, face, neck or limbs safely and quickly with Evans’s Depilatory Outfit, com- plete for use at your dressing table, 75c. Mum Mfg. Co. August, 1923 1108 Chestnut St., Philadelphia I enclose. Please send me the articles checked below. “Mum” 25¢ (J “Amoray” 25¢ Soecial Offer “Mum” 2Se and “Amoray” 25¢-40¢ Evans's Depilatory Outhit-75e TD Special Offer (all three)-$1. Name .. Address City .. Dealer's} Name Dealer's Address MUM MFG. Co., 1108 CHESTNUT STREET, PHILADELPHIA “Mum” “Amoray” Tale Evans's Depilatory Outfit Evans's Cucumber Jelly Elder Flower Eye Lotion comicbooks.com