Life, 1924-04-03 · page 45 of 60
Life — April 3, 1924 — page 45: what you’re looking at
What you’re looking at
This page is primarily **advertising for Ben Wade pipes**, not political satire. The main illustration shows a gentleman's parlor scene where a man (identified as "Lord W.") entertains guests by recounting adventure stories while smoking—tales of tiger hunts in India, polo in Singapore, and golf in Scotland. The advertisement's pitch is that Ben Wade pipes are sophisticated, gentlemanly accessories associated with worldly adventure and leisure. The key sales point is technical: Ben Wade's "patented, exclusive process" opens the wood's pores, allowing the tobacco flavor to shine without the pipe itself affecting the taste. The left sidebar shows pipe shapes and promotes Hudson's Bay tobacco as a complement. The copy emphasizes that Ben Wade pipes have become instantly popular in America (introduced just one year prior) because they finally made pipe-smoking enjoyable for men who previously disliked it. This reflects early 20th-century marketing: associating consumer products with sophistication, masculinity, and exotic adventure.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
the light fn 4 of the 36 shapes Treat your Ben Wade and yourselfto Hudson's Bay Im. perial Mixture tobacco of veter HEY say, who have visited Lord W.’s place in Sussex, that the fireplace of evenings is the for cigarettes, 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. \ also tupplied the convention al white paper YOU MAY jupse ND since the ae aoe when Ben Wade/ began the carefull manufacture of the| hich bear ae re—they have\_ n favorites in England> Only One Year in America— Yet Now You See Them Everywhere Just a year ago Hargraft & Sons brought Ben ‘Wade pipes to the States. The wide variety of clever ‘shapes, their sweet, mellow smoking quality, the fact that they need no“breaking in” ven Wade SZ PIPE BY THE COMPA 1) won men to them \py the regiment—even \men whohad always Jwanted to smoke /pipes, but had never been able to enjoy the ¢ of the ordinary kind. —~" Why They** Taste Good” —simply because they do not taste at all, because Jou never taste the pipe, but only the tobacco that’ Ben Wade's patented, exclusive process of fin- ishing the inside of the bowl opens the pores of the wood—and keeps them open. Just one little NY puff tells the wh point t Look for the Lig: IT KEEP le big ditference. Make it 2 bed and put further enriching the color Where to Find Ben Wade Pipes Better tobacconiste carry Ben Wade pipes. A te catalog of all 36 pipes will be se you. free for the asking, along with the name of ‘our nearest Ben Wade dealer. Simply write to targraft & Sons, 335 N. Michigan Blvd. C Can. Depot, Ben Wade, Ltd., Vancouver, B. C. comicbooks.com