Life, 1924-04-03 · page 41 of 60
Life — April 3, 1924 — page 41: what you’re looking at
What you’re looking at
This page is primarily **advertising for Ben Wade pipes**, not satire or political commentary. The layout combines product promotion with lifestyle messaging. The main image shows a gentleman telling adventure stories by a fireplace—a scene meant to associate Ben Wade pipes with cultured leisure and worldly experience. The text references "Lord W." recounting tales of tiger hunts in India, polo, and adventures, suggesting the pipes appeal to aspirational, well-traveled gentlemen. The advertising copy emphasizes the pipe's "light-colored finish inside the bowl" and claims the pipes need no "breaking in"—technical selling points presented as markers of quality. The tagline "You May Judge a Pipe by the Company It Keeps" frames pipe ownership as reflecting one's character and social standing. The left sidebar shows different pipe shapes and promotes Hudson's Bay Imperial Mixture tobacco and Churchill Downs cigarettes—related tobacco products. This is essentially **luxury lifestyle advertising** from the early 20th century, targeting middle-to-upper-class male readers by conflating pipe smoking with sophistication, adventure, and refined taste.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Note the light Gnish inside the bowis—it's what makes the big difference in the taste ‘of your smoke. Also note the stems, flat where the grip 4Of the 36 shapes Treat your Ben Wade and yourselfto Hudson's Bay Im- perial Mixtare—the favorite tobacco of veteran smokers, eee eeee But when the mood or the occasion calls for cigarettes, Churchill Downs—ail black —are the smart. est choice. Gold, siivet plain ends. Chur- ebill Downs are ‘also szpplied in the co: a al white paper. YOU MAY JUDG say, who have visited Lord W.’s place in Sussex, that the fireplace of evenings is the stage where many a tale is told and enacted of high adventure in the far places of the world. Under the mellow persuasion of a glowing fire and good tobacco, Lord W. tells of tiger hunts in India, polo at Singapore, golf at old St. Andrews. He’ll show you the pipe that he jabbed into the midriff of a Chinese brigand, pretending he held a gun. Somehow or other, his favorite pipes have shared his richest adventures, as well as his hours of ease. And his collection of tales is matched in richness and variety only by his collection of pipes—and in that enviable collection you will observe the name Ben Wade predominates. PIPE BY THE COMPANY IT KEEPS puff tells the whole big difference. Make it a point to Look for the Light-Colored Finish wanted to smoke Inside the Bowl but h: This is the natural, virgio finish. All impurities , are absorbed and put to the beneficial purpose of further enriching the color of the pipe. the regiment—even nen whohadalways Only One Year in America— Yet Now You See Them Everywhere Just a year ago Hargraft & Sons brought Ben Wade pipes te the States. The wide ooge clever shapes, ‘their sweet, mellow smokit quality, the fact that they need no “breaking in’ Why They ‘Taste Good”’ —simply because they do not taste at all, because you never taste the pipe, but only the tobacco that's in it. ing tne iuide ofthe bowl opcas the pores af i inside o wl opens of the wood-—and keeps them open, Just goe ttle Where to Find Ben Wade Pipes Better tobacconists carry Ben Wade pipes. A complete catalog i you, free for the . Simply write to raft & Sons, 336 N, Michigan Blvd., Chicago, Can. Depot, Ben Wade, Ltd., Vancouver, B. C. comicbooks.com