Life, 1925-05-07 · page 36 of 44
Life — May 7, 1925 — page 36: what you’re looking at
What you’re looking at
This is primarily an **advertising page**, not a political cartoon. It contains four unrelated commercial advertisements: 1. **Crichton & Co.** (top): A silversmith company showcasing reproductions of Georgian-era silver tea sets, targeting wealthy consumers. 2. **Superlatives** (left-middle): A Mohawk Rubber Company ad that humorously addresses advertising culture itself. It references Shakespeare's line from *Julius Caesar* about "the most unkindest cut" to argue that while superlatives are overused in advertising, they're justified when truthful. This is meta-commentary on advertising excess—acknowledging readers' skepticism about exaggerated marketing claims while defending honest ones. 3. **Kermath Boat Engines** (right): A motorboat engine manufacturer claiming their product is the industry standard. 4. **Mohawk Rubber** (bottom-left): "Go Farther!" tagline for tires. The Superlatives section is the most editorial content, essentially admitting that advertising had become hyperbolic by this era and attempting to rebuild consumer trust through claimed honesty.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
CRICHTON tr: Goldsmiths and Silversmiths New York- 636 Fifth Avenue /corner of 518 Street] HE Queen Anne and Georgian periods— famous for the creation of fine silver patterns—are represented in the Crichton collection by superb speci- mens of old English Silver and faithful Crichton Re- productions. The work of the Crichton craftsmen reveals a true reverence for the standards of the master silversmiths. “This was the most unkindest cut of all,” cried Mark Antony over the dead body of Julius Caesar. Shakespeare didn’t hesitate to use a superlative here—he doubled it. But the fact remains that superlatives are in bad repute. They have been overdone—particularly in edvertising. Merchandising enthusiasm has overstepped itself a httle. There has been too much emphasis of best—greatest—most popular. Nevertheless, we are inclined to believe that superlatives are justified when they are true. Spring is here fod on ve ele te eet ee Time for a Kermath! ever DUNE surpasses he Viren tant eae or To really get the most out of motor boating we believe you will find in expert workmanship, quality material, advanced Kermath the ideal manne motor from any point of view, construction, and genuine sturdiness, we are simply Most experienced boat builders do. 80% of the leading boat makers now : hi fe k { standardize on the Kermath exclusively. stating facts which we know your own personal Kermath is the world's standard motor for any size boat because of its rugged experience will confirm. construction—simple design—all around up-to-datences. Kermath is an advanced motor—reliable—econemical—perfectly balanced — accessible —casy to handle and needs no attention. Let us tel you more abous this powerful power plant, Buslt for small, mdm and Larger beats. Write today. S4HLP.......$139 to 100 HP. 6 cylinder, $1450 “A Kermath Always Runs™ KERMATH MANUFACTURING COMPANY 5870 Commonwealth Ave., Detroit, Michigan MOHAWHS 11 E. Wellington St, Toronto, Ont. THE MOHAWK RUBBER COMPANY, AKRON. OHIO A Kermath Always Runs comicbooks.com