Life, 1924-06-05 · page 36 of 48
Life — June 5, 1924 — page 36: what you’re looking at
What you’re looking at
This page contains two distinct elements: **Left side:** A Boncilla cosmetics advertisement disguised as editorial content. It humorously presents a barber's transformation of an unkempt man into a polished "1921 model" through a four-step grooming process (Boncilla Pack, Cold Cream, Vanishing Cream, Powder). The satire lies in treating mundane grooming like industrial production—a commentary on 1920s modernization and consumerism. **Right side:** An essay titled "The Eight-Oared Shell Game" critiques collegiate rowing competitions. The satire contrasts rowers (representing classical Greek ideals) with coxswains (representing modern capitalist society—"Board of Directors" members). The piece mocks the uncertainty and gambling nature of regattas while gently poking fun at spectators, particularly women who need "correction about the relative color schemes of Harvard and Yale." The tone is lighthearted social commentary on upper-class collegiate traditions and their pretensions.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Eight-Oared Shell Game Crew races, as engaged in by legiate stalwarts, are lifetimes of ¢ dozens concentrated into approximately twenty minutes of anonymous effort. This from the viewpoint of the oars- men. For the coxswains they are no more violent than, later in their lives. will be half an t brisk trading in U. S. Steel Commo The swingers of the 'v sweeps typify the Greek physical ideal (s atta day newspaper stories for au- ation), and the coxswains repre sent a later civilization: our own, A coxswain is born to a place on a Board of Directors, or to membership in a stock brokerage firm. The undeniable lure about intercol- legiate regattas, aside from the quaint beauties of unpainted shacks along the river's brim, is the we uncertainty of it all; the great gamble. Year after year one fares (and rail- roads are not exactly moc in their demands)—one fares forth hoping to learn through a 1 observation which crew really won. Year after year one returns home to read about it in’ the morning papers and find that it was the other boat which sneaked first | ER stop to do a bit of thinking about: barber shops? | | across the finish line under cover of Ever give full credit to the always-on-the-job men darkness behind the chairs? In you walk, with a shaggy mane and a crop of whiskers q The that cover a fagged face more run down than a used car. ‘Then, with the skill of an artist and the dexterity of an artisan, Mr. Barber transforms you and you walk out new and shining and as full of power as a 1921 model. uncertainties are not the only joys; there are the certainties, also. One may be sure that each regatta day will provide at least one feminine guest who will need continual correc tion about the relative color schemes of New Men for Old | Harvard and Vale. And Your locks have been trimmed just right. The black oat thatthe: fallen gin whisker stubble has been removed. And you're had a | | ang Jerk of the observation. train top ples it harshly onto the roadbed, with will not be noticed until the start- Every pore has been opened and cleansed. Lazy blood vessels have been put back at work. Tissues and muscles have been toned and nourished. The lines have been ironed out. You're as good as new results a to Volstead. But it is all such fun; oh, well, any- way, such-and-such fun. Despi e liscomforts, one would not miss it for It’s been a 1—2—3—4 job. 1—Boncilla Pack. 2 i the world—or, won't some kind lady or Boncilla Cold Cream. 3—Boncilla Vanishing Cream. 4 gentleman make a small offer just to Boncilla Powder. And it took just a few short minutes! } start the bidding? Give “Her” a Treat Stop at the toilet goods counter, get a Boncilla Set and take it to “her.” The Ideal Set, containing full- ‘J rs ina gift box, is the smile-bringer, or the Pack-O-Beauty, at 50c, will please her a lot. Get yours—get hers—get ‘em both today. Boncilla Laboratories, Inc. Indianapolis, Ind. Canadian Boncilla Laboratories, Led. Toronto : Ontario COLLEGE COLORS comicbooks.com