Life, 1924-03-20 · page 42 of 42
Life — March 20, 1924 — page 42: what you’re looking at
What you’re looking at
This is a straightforward **product advertisement**, not satire or political commentary. The page uses a sentimental narrative device common in early 20th-century advertising. The story depicts a young boy ("Willie") frightened by his grandfather's large beard, explaining why the elderly doctor character allows his whiskers to grow—he's too busy making house calls to shave. The advertisement then pivots to claim Colgate's Rapid-Shave Cream is so efficient that busy doctors like him can now maintain clean-shaven appearances. The accompanying diagram shows how the cream's lather penetrates to the hair base, softening whiskers for easier shaving. The large product tube is displayed with pricing (35¢). The tagline—"Truth in advertising implies honesty in manufacture"—was a common corporate messaging strategy of the era, emphasizing reliability and quality during a period of growing consumer skepticism about patent medicines and toiletries. This is primarily a **sales pitch using nostalgic family imagery**, not editorial commentary.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
* ILIFE * COLGATE’S for better shaving ?) TY EARS ago, when G doctor unless Willie too his medicine, Willie took it. Anything to keep out of the clutchés of the ogre with the tremendous and terrible whiskers, Of course Willie's alarm was unwarranted. In his childish mind there was no room for an appreciation of the generous impulses concealed behind the M. D.'s hairy mufiler. Night or day, rain or shine, the good old doctor was likely to be called upon to hustle from smallpox to scarlet fever, or from measles to mumps, and he was always courageously ready to respond. He slept when he could, got his meals at odd moments, and per- mitted his whiskers to grow because he had no time for shaving. But Colgate’s Rapid-Shave Cream has made shaving such a short job that most of the doctors have ceased to let their good intentions be hidden behind bewildering beards. The effect of this wonderful cream is immediate, even upon the heaviest kind of a hairy stubble. It makes shaving much easier, and leaves the face soothed and velvety. No applica- tion of hot towels or rubbing in with the fingers is necessary when you lather with Colgate’s. Let ussend you a free trial tube of this remarkable cream—enough for 12 better shaves shan you have ever had. Just fill out and mail the attached coupon, COLGATE& CO, Depe. 23 199 Fulton St., New York Please send me the fi tube of Colgate’s Rap’ Cream for better sha: Thisdiagrammatic m ifiedcross- section shows how t! e,moist | lather made by Colgate’s Rapid- Shave Cream goes to the base of | each hair of the beard. The oily coating upon the hair emulsified by the lath mits the moisture lather to soften the hairat the base, | where it meets the edge of the razor. | Name —_—___— = Address comicbooks.com