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Life, 1925-07-02 · page 39 of 47

Life — July 2, 1925 — page 39: what you’re looking at

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Life — July 2, 1925 — page 39: Life, 1925-07-02

What you’re looking at

This page combines a tobacco advertisement with book reviews and chewing gum ads. The main feature is an Edgeworth tobacco company inquiry: should they revise their package inserts? The company included cards asking customers to recommend Edgeworth to non-smoking "friends." One customer, B.S. Newman, humorously returned the card noting his friends *already* smoke Edgeworth—so he'd selected men of good judgment. The company now debates whether to change "friends" to "acquaintances" to avoid social embarrassment among club members. The satire targets American class anxieties of the 1920s: the humor lies in the awkwardness of admitting your social circle all shares the same brand loyalty, implying either excellent taste or predictable conformity. The right side contains Wrigley's chewing gum advertisements, promoting dental and digestive benefits—typical early-20th-century patent-medicine style marketing claims.

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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

Must we revise our package slips ? In the larger sizes of Edgeworth con- tainers we have long been in the habit of enclosing a slip or card, bearing the following invitation: Thank you! As a user of Edge- worth tobacco, we are sure you appreciate its merits, which have won for it a Distinction among Extra High Grade products. May we not ask you to urge your friends who are not smokers of Edgeworth to give it a trial. You may use the other side cf this card. Thank you. Larus & Bro. Co. Mr. Newman returns a slip to us with this notation: Melrose, Mass. Lurus & Bro. Co. Richmond, Va. Gentlemen : My friends all use Edgeworth, showing that I select men of good judgment for my friends, I have smoked your tobacco for twenty-five years. Yours appreciatively, B. S. Newman. The question is, shall we change the wording from “friends” to “acquaint- i on our con- tainer slips, or how shall we avoid be- ing “called” by other club mem- bers? Let us send you free samples of Edgeworth so that you may put it to the pipe test. If you like the samples, you'll like Edgeworth wherever and whenever you buy it, for it never changes in quality. Write your name and address to Larus & Brother Company, 16G South 21st Street, Richmond, Va. Edgeworth is sold in various sizes to suit the needs and means of all pur- chasers. Both Edgeworth Plug Slice and Edgeworth Ready-Rubbed are packed in small, pocket-size packages, in handsome humidors holding a pound, and also in several handy in-between sizes. We'll be grateful for the name and address of your tobacco dealer, too, if you care to add them. To Retail Tobacco Merchants: If your jobber cannot supply you with Edgeworth, Larus & Brother Company will gladly send you prepaid by parcel post a one- or two-dozen carton of any size of Edgeworth Plug Slice or Ed worth Ready-Rubbed for the same price you would pay the jobber. + LIFE - Among the New Books The Crazy Fool. By Donald Ogden Stewart, (Albert and Charles Boni). More hilarity from one of our leading village cut-ups, and desicated, if you please, to our own Robert Benchley. ‘ The Painted Veil. By W. Somer- Wrigleys ts as beneficial set Maugham (Doran). A_ brilliant asit pleasant and lasting, account of a woman's regenerat which the author politely allows vou accept or reject. Mrs, Dalloway. By Virginia Woolf (Harcourt, Brace). A current best- seller amongst the sophisticates. To be reviewed later, Thunderstorm, By G. B. Stern (Knopf). A delightful Italian idy! lar use of it will aid the and further proof of its author’s ver- r : sauility. : teeth.appetite anddigestion. The Constant Nymph. By Muar garet Kennedy (Doubleday, Paye). constant seller, too, which well dese our weekly mention. Choice. By Charles Guernon (Lip pincott), A story of some moderns who find, with Browning, A lestiny is made by decision. Highly, seasoned . with smart scenery and ironical com- Itcleanses the tecth vemovi ment. food particles that cause decay, Wolf. By Albert Payson Terhune (Doran). In which the protagonist is a lovable dog. Table-Talk of G. B.S. Sct down by his biographer, Archibald Hender- son (Harper), The great G. B. on this and that. A splendid advertisement for vegetarianism, Cruel Fellowship. By Cyril Hume Good m good for you (Doran). If you can stand another Good gam \¢ good for you . story of the younger generation written by one of them, here it is. But don't forget I warned you that the hero is a Yale man. The Smiths. By Janct A. Fairbank (Bobbs-Merrill), The development, of a typical American family in a typical American community, A novel which concerned jn handing: out next Years | betthe children have Wr Pulitzer prize. Chicago papers please for lasting pleasure and copy. May Fair. By Mi 1 Arlen (Doran). More fantastic adventures of these charming people, in which this popular writer spreads his vogue a little thin. a The pazaterions glands. By Dr: . H. Rubin (Milo Pub. Co.). ‘as- cinating information about the endo- Eabwlsl chen your Foodweland crine system, explaining how many of use Wrigleys - after every meal, us_get the way we are. Modern Bridge Tactics. By R. F. Foster (Dodd, Mead). The attention of the General Board for Home Mis- sions is hereby called to this publication, Helen, dward Lucas White (Doran). hite gives his version ¢ of History's leading You will note a marked improve- ment in your health and spirits, 9 Smiles come easier, breath is sweeter, the world is brighter with Wrig ley FSI ‘after every meal” ~ the flavor lasts! A WRIGLEY’ The French Veteran: wixpexnurc : FLECTION MAKES OUR DUTY PLAIN—W? JUICY FRUIT MUST NOMINATE MARSHAL FocH row y CHEWING GUM ‘Woaag PRESIDENT OF TITK REPUBLIC, 3 —Le Monde Illustré (Paris). comicbooks.com