Life, 1924-11-06 · page 40 of 40
Life — November 6, 1924 — page 40: what you’re looking at
What you’re looking at
This is primarily a **product advertisement**, not political satire. The page promotes Colgate's shaving cream by claiming it softens beard hair at the base, making shaving easier and more comfortable. The historical framing references beards as symbols of power and fear of razors across civilizations—from ancient Egypt to modern times—to suggest that improved shaving technology has eliminated men's anxiety about grooming. The mention of "Percival Pangburn" (appears to be a invented or minor literary figure) and references to "poets" and "parachute performers" seem designed to appeal to cultured or adventurous men by suggesting that even refined individuals now embrace clean-shaven comfort. The technical diagram explains how the cream's oily coating softens hair at its base where the razor works. The trial offer (4 cents) and coupon are standard early 20th-century marketing tactics. The tagline "Truth in advertising implies honesty in manufacture" reflects Progressive Era consumer advocacy messaging.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
SMAVE EVERY DAY ~ B88 COMFORTABLE COLGATE'S softens the beard at the base Long before Percival Pangburn ever came down from Parnassus to read from his own works chin whiskers had gained historic significance. In Egypt, when Memphis and Thebes were still minor league towns, goatees were worn, ostensibly as an indi- cation of rank, but in reality because the barbers were slaves, and the masters would have no shaving around the jugular vein. So it has been up through the ages. Thick whiskers and thin whiskers, side whiskers and chin whiskers have advertised men’s dread of the razor. Now that dread is gone, never to return, tube of this marvelous Colgate’s Rapid-Shave Cream makes shaving so easy and cream—enough for 12 takes the discomfort out of it sothoroughly that poets, easy shaves. Just fill out parachute performers, and devotees of other lofty pur- and mail the attached suits have banished whiskers from their lives forever. coupon, with 4 cents, In addition to softening the beard at the base, where the razor’s work is done, Colgate’s puts an end to the need of swathing with hot towels, and of rubbing the lather in with the fingers. It leaves the face soothed and velvety after shaving. There is nothing like it for insuring shaving comfort! Let us send you a trial This diagrammatic magnified cross- section shows how the close, moist lather made by Colgate’s Rapid- Shave Cream goes to the base of GATE . aE each hair. The oily coating upon 199 Fulton Street, New York ie the hair is quickly emulsified, and Please send me the trial tube : — We the hair is softened at the base, x < J where it meets the edge of the razor. 3NNIA 49 for easier shaving. I enclose 4 cents, AGIA vios $o 4 Name —— ils Truth in advertising implies honesty in manufacture comicbooks.com