Life, 1925-01-08 · page 36 of 37
Life — January 8, 1925 — page 36: what you’re looking at
What you’re looking at
This is primarily a **product advertisement**, not political satire. The page uses humorous historical commentary to promote Colgate's shaving cream to a male audience. The "satire" is gentle and commercial: the text mocks men's historical justifications for beards—from ancient Rome (where whiskers supposedly signified wisdom) through the coach-and-four era (when they were "ornamental shrubbery"). The joke is that these reasons were always absurd; modern men should simply shave daily for comfort using Colgate's product. The portrait on the left appears to show a bearded man from an earlier era, contrasted implicitly with the clean-shaven man photographed on the right—the modern ideal. The advertisement promises that Colgate's cream makes shaving easier and leaves skin "soothed and velvety," positioning daily shaving as the mark of contemporary sophistication rather than outdated facial hair. The bottom tagline—"Truth in advertising implies honesty in manufacture"—suggests this was part of early 20th-century advertising standards emphasizing product reliability.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Shave every day—be comfortable COLG@TE’S | for better shaving Men have tried in many ways, from the days of Homer down to the era of tintypes and trombones, to find a justification for whiskers. In ancient Rome, when the head of the house wore the family tablecloth asa street suit, poets thought whiskers made them look wise. That supposition served one helpful purpose. it enabled people to avoid bearded bards who were determined to recite their poetry. Later, when the coach-and-four in- dicated social prominence, men of TODAY ~ fashion utilized their whiskers as ornamental shrubbery; but such shaving comfort is assured by the use of things could not go on. Colgate’s Rapid-Shave Cream. Eventhe prettiest of the patch-work beards were doomed as soon as shav- ing comfort was assured. Set a portrait of the man who shaves beside a picture of his be-whiskered ancestor, There is no need, when you use Colgate’s, and you will see how little there Bere ie was in the idea that hair upon of mussy rubbing in with the fingers. the face imparted dignity or symbolized wisdom. Men whotry Colgate’s Rapid-Shave Cream realize at once that it gives a better shave. It leaves the face soothed and velvety. It makes a close, moist lather which softens the beard instantly at the base, where the razor’s work is done. Let us send you a trial tube of this wonderful cream—enough for 12 better shaves than you have ever had. Just fill out and Please send me the trial tube of mail the coupon, with 4c. Colgate's Rapid-Shave Cream for “g better shaving. I enclose 4c. i 5 COLGATE & CO. 4 Established 1806 NEW YORK Truth in advertising implies honesty in manufacture comicbooks.com