Life, 1925-03-19 · page 36 of 36
Life — March 19, 1925 — page 36: what you’re looking at
What you’re looking at
This is a straightforward product advertisement, not satire or political content. It promotes Colgate's Rapid-Shave Cream by presenting testimonial letters from satisfied male customers praising the cream's softening qualities, lathering ability, and value. The page includes a portrait of an unnamed satisfied user and a cross-sectional diagram showing how the cream emulsifies around beard hair to prepare it for shaving. The tagline "Truth in advertising implies honesty in manufacture" suggests the company is emphasizing reliability. There is no cartoon, caricature, or satirical commentary here—this is standard early-20th-century consumer advertising using customer testimonials as a persuasion technique. The "Life" magazine masthead indicates this appeared in what was primarily a humor publication, but this particular page is commercial advertising rather than editorial content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIFE “COLE a Coy a ~ y rl Ni / 2 “the best shave I ever, had Pore 46 on ee yg 2 on gg Thousands of men endorse what these men say Here are extracts from a few letters that are typical of the ma ny we have received from men who use Colgate’s Rapid-Shave Cream regularly:* “Your cream not only renders the beard soft and pliable, but it leaves the skin soft and velvety.” “L have used, I think, every one and kind ever put on the market, and I have four d the one now that leaves my face fc eling fineand makes the best lather, and softens the be: the best of them all, and that is your Colgate Rapid-Shave Cream.” “It is the n<*t economical, most effective, and thé only soap or cream that I did noc have to rub in with my fingers.” oe “1 have tried nearly all prepara- tions on the market, and this is the only shaving preparation I have found which does all that is claimed for it and with 100% satisfaction.” “I would not be without your cream if it cost $1 a tube.” “It works fine. Does just what you claim.” “Until I tried your Rapid-Shave Cream I never thought there existed any article of this kind that was thoroughly satisfactory. Lam train- ing my whole family, inclusive of our retinue, in the Colgate way.” “If there is a man anywhere that has as tough a beard as mine, who hasn’t used Colgate’s Shaving Cream, I feel sorry for him.” “I’'s SUPERB. I have told the men here in the office (about 45 of em) and I hope they will all buy it and use it.” Let us send you a trial tube of this wonderful cream. Just fill out and mail the coupon, with 4 cents. * Names of the writers will be furnished on request. COLGATE & CO. Dept. 23 199 Fulton St., New York d-Shave Cream for ving. T enclose 4c. <4] better, easier Name. Address... Truth in advertising implies honesty in m Bhnli GQ vr i few St This diagrammatic cross- section shows how the lather made ing is quickly emulsified, and the hair softened where it meets the razor’s anufacture comicbooks.com